Veselinova, Elena and Gogova Samonikov, Marija (2019) Evaluating the Brand With Radical Transparency. In: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications. IGI Global, Hershey, PA, USA. ISBN DOI: 10.4018/978-1-5225-7116-2.ch006
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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.
| Item Type: | Book Section |
|---|---|
| Subjects: | Social Sciences > Economics and business |
| Divisions: | Faculty of Economics |
| Depositing User: | Elena Veselinova |
| Date Deposited: | 19 Nov 2018 13:52 |
| Last Modified: | 19 Nov 2018 13:52 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/20834 |
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