Evaluating the Brand With Radical Transparency

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Copyright: 2018
Pages: 28
Source title: Building Brand Equity and Consumer Trust Through Radical Transparency Practices
Source Author(s)/Editor(s): Elena Veselinova (Goce Delčev University of Štip, Macedonia)and Marija Gogova Samonikov (Goce Delčev University of Štip, Macedonia)
DOI: 10.4018/978-1-5225-2417-5.ch006

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The justification of all the theoretical knowledge in this book is verified through the evaluation of the brand, which is analyzed in this chapter. Gradually, we fully complete the concept: from idea to evaluation of the brand. The valuation of the brand through radical transparency is elaborated through several variants: the brand equity as a measure of the value of the brand, financial approaches to valuation of brands, integration of finance and marketing through the “best practice” approach for brand evaluation and the brand value chain. Thus, we conclude the efforts for the understanding, application and assessment of the brand equity as a source of competitive advantage through the prism of radical transparency.

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