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Combining Radical Transparency With the Brand Pentagon
Abstract
This chapter completely covers the process of building and managing the brand through the concept of radical transparency. If it is more than certain that the brand equity is a source of sustainable competitive advantage, than it is important to find the best way to build and manage it. This chapter includes each phase of the model named as the brand pentagon: birth, definition, articulation, measurement and expansion of the brand. The model is a compilation of recognized models from world-famous authors, globally validated by major corporations worldwide. The detailed analysis presents the importance of each stage in completing the mosaic called the brand. The brand birth is the initial stage, directly related to the vision of the brand, and the brand-dependent areas: the environment in which the brand is developed. Next, the brand definition analyzes the brand reasons, through positioning and mapping. In the brand articulation phase the ways of brand communication are discussed. The brand measurement and expansion are elaborated in the fourth and fifth stage. The process of building and managing the brand is summarized with a discussion over the need to create a separate culture of nurturing the brand and living for the brand, by building a so-called brand culture and brand company.
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