Combining Radical Transparency With the Brand Pentagon

2017 ◽  
pp. 113-156
Keyword(s):  
Competitive Advantage ◽  
Detailed Analysis ◽  
Brand Equity ◽  
Sustainable Competitive Advantage ◽  
Brand Communication ◽  
Brand Culture ◽  
Initial Stage ◽  
Brand Measurement

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.

The Influence of CSR on B2B Relationships

2018 ◽  
pp. 1-21
Author(s):  
Susan Saurage-Altenloh ◽  
Phillip M. Randall
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Management ◽  
Sustainable Competitive Advantage ◽  
Corporate Brand ◽  
B2b Relationships ◽  
Management Experience ◽  
Corporate Social

The chapter addresses how ethical actions deliver value through sustainable competitive advantage. Corporate social responsibility (CSR) has a proven role in developing audience trust that increases brand equity among target audiences and stakeholders, thus ensuring that the brand sustains its competitive advantage through improved profitability and reputation in the market. Not only do businesses have a social responsibility to the markets from which they earn revenues, but buyers expect ethical businesses to have an established CSR program in place. Businesses that engage in CSR activities within the process of corporate brand management experience stronger reputation that drives loyalty and sales, resulting in a competitive, sustainable market advantage.

The Effect of Reverse Logistics Activities on Brand Equity and Customer Satisfaction

2020 ◽  
pp. 395-414
Author(s):  
Gözde Yanginlar
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Brand Equity ◽  
Reverse Logistics ◽  
Rapid Development ◽  
Environmental Issues ◽  
Active Role ◽  
Sustainable Competitive Advantage ◽  
The Relationship

In the last few decades, the rapid development of customer awareness of environmental issues has encouraged many enterprises to adopt reverse logistics activities, which resulted in growing importance among enterprises of enhancing customer satisfaction and improving brand equity. This chapter examines the effect of reverse logistics activities in Turkish firms which are required to act responsibly towards the environment, and explains the relationship between reverse logistics processes and customer satisfaction and brand equity. The findings of this study contribute to understanding that an increasing number of them have integrated reverse logistics practices into their operations to develop a sustainable competitive advantage. The findings also indicate that reverse logistics plays an active role in Turkish enterprises improving brand equity and customer satisfaction while preserving the environment in the local and the global communities.

scholarly journals ANALISIS PENILAIAN KONSUMEN PADA EKUITAS MEREK PRODUK HERBAL AYURWEDA PADA KONSUMEN DI KOTA DENPASAR

2019 ◽  
Vol 1 (2) ◽  
pp. 90-112
Author(s):  
Ni Luh Adisti Abiyoga Wulandari ◽  
Ni Komang Sumadi ◽  
Mirah Ayu Trarintya
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Sustainable Competitive Advantage ◽  
Herbal Products ◽  
Traditional Medicines ◽  
Brand Association ◽  
Significant Difference

Ayurveda is one of the oldest holistic treatments in the world. Ayurveda herbal products have the potential to be developed as health products that have competitive advantages. Sustainable competitive advantage is done through strengthening brand equity, namely brand awareness, brand perceived quality, brand association, and brand loyalty. This research was conducted on consumers in the city of Denpasar, using 200 research respondents. Data collection is done by observation, interviews, questionnaires, and literature studies. The results showed that overall the respondents of the study both non-consumer respondents and consumer respondents had brand awareness, brand association, brand perceived quality, and good brand loyalty in Ayurveda herbal products. Where consumers' perceptions of brand awareness, brand association, brand perceived quality Ayurveda herbal products are higher than non-consumer respondents. In addition, the results of the analysis show that there are significant differences in brand association between consumers who have never consumed consumers who have consumed Ayurveda herbal products. While the perception of brand awareness and brand perceived quality did not show a significant difference in the two groups of respondents. Based on the results of these studies, developing brand equity of Ayurveda herbal products is very important to create competitive advantage. So that consumers are expected to prefer to use Ayurveda herbal products compared to other traditional medicines or modern / synthetic medical drugs that exist today.

scholarly journals Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

2020 ◽  
Vol 12 (7) ◽  
pp. 2939
Author(s):  
Ijaz Hussain ◽  
Shaohong Mu ◽  
Muhammad Mohiuddin ◽  
Rizwan Qaiser Danish ◽  
Shrafat Ali Sair
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Hospitality Industry ◽  
Market Performance ◽  
Equation Modeling ◽  
Sustainable Competitive Advantage ◽  
Marketing Innovation ◽  
Marketing Assets ◽  
Sustainable Marketing ◽  
The Relationship

This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry.

Branding and Sustainable Competitive Advantage in Indian Politics

2012 ◽  
pp. 96-119
Author(s):  
Avinash Kapoor ◽  
Chinmaya Kulshrestha
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Personality ◽  
Consumer Perception ◽  
Brand Identity ◽  
Political Marketing ◽  
Sustainable Competitive Advantage ◽  
Indian Politics ◽  
Image Building

Political marketing has grown leaps and bounds in India over the last two elections. The purpose of this chapter is to analyze as to how politicians have built their personal brands and how successful they have been at it. More specifically, we study Rahul Gandhi as a brand in order to find a match between brand identity, brand personality, and consumer perception in terms of benefits sought and influence of activities undertaken by him. The chapter concludes personality brands in politics work well when the brand personality matches with the party’s ideology, and stays strong through right activities and image building choices. There should be a sustainable synergy between the leader and the party to avoid brand equity dilution.

scholarly journals Pengaruh Brand Trust, Brand Equity dan Brand Image Terhadap Loyalitas Pelanggan (Studi Pada Pelanggan Teh Botol Sosro di Wonosobo)

2019 ◽  
Vol 6 (2) ◽  
pp. 112-121
Author(s):  
R. Aj. EP. Apriliani
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Image ◽  
Sustainable Competitive Advantage ◽  
Brand Trust

Persaingan yang semakin ketat dan semakin berkembangnya ekspektasi pelanggan mendorong perusahaan untuk lebih memfokuskan pada upaya untuk mempertahankan pelanggan yang ada. Dalam jangka panjang, loyalitas pelanggan merupakan basis penting bagi pengembangan sustainable competitive advantage (keunggulan bersaing yang berkelanjutan), yaitu keunggulan yang dapat direalisasikan Persaingan yang semakin ketat dan semakin berkembangnya ekspektasi pelanggan mendorong perusahaan untuk lebih memfokuskan pada upaya untuk mempertahankan pelanggan yang ada. Mempertahankan pasar yang ada melalui pengembangan loyalitas pelanggan merupakan tujuan strategik perusahaan untuk mempertahankan bisnis dan profit mereka (Aminee, 1998). Dalam jangka panjang, loyalitas pelanggan merupakan basis penting bagi pengembangan sustainable competitive advantage (keunggulan bersaing yang berkelanjutan), yaitu keunggulan yang dapat direalisasikan Penelitian ini bertujuan untuk mengetahui pengaruh brand trust terhadap loyalitas pelanggan, pengaruh brand equity terhadap loyalitas pelanggan, pengaruh brand image berpengaruh terhadap loyalitas pelanggan. Sampel dalam penelitian ini adalah pelanggan Teh botol sosro di Wonosobo.  Penelitian ini menggunakan regresi linear berganda dan sampel yang digunakan sebanyak 97 orang. Hasil penelitian ini menunjukkan Brand trust berpengaruh positif terhadap loyalitas pelanggan (H1 diterima). Brand equity berpengaruh positif terhadap loyalitas pelanggan (H2 diterima)., Brand image berpengaruh positif terhadap loyalitas pelanggan (H3 diterima).

How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage

2017 ◽  
pp. 90-112
Keyword(s):  
Strategic Management ◽  
Competitive Advantage ◽  
Brand Equity ◽  
Necessary Condition ◽  
Sustainable Competitive Advantage ◽  
Scientific Thought ◽  
Intangible Resources ◽  
External Threats ◽  
Logical Sequence ◽  
Resources And Capabilities

This chapter begins with the analysis of the question whether the real sources of sustainable competitive advantage derive from the strengthening of the companies' internal strengths and eliminating internal weaknesses or are they the result of a successful manipulation with the opportunities in the environment and the avoidance of external threats. Despite the efforts of many authors to summarize the first with the latter, modern scientific thought in the field of strategic management underlines the first variant. As a logical sequence, the analysis of the intangible resources of companies and their (im)mobility follows as a necessary condition for sustainable competitive advantage. The authors analyze the idea of the brand equity as a resource which summarizes all typical resources and capabilities of the company creating and maintaining the desired competitive advantage. Finally, the analysis of the brand equity through the prism of the VRIO model is a further proof for the brand equity role as a source of sustainable competitive advantage.

The Knowledge Creation Organization: The Case of Alphana

2012 ◽  
pp. 78-90
Author(s):  
Thang Nguyen Ngoc
Keyword(s):  
Competitive Advantage ◽  
Knowledge Creation ◽  
Future Research ◽  
Sustainable Competitive Advantage ◽  
Knowledge Based ◽  
The Future

Knowledge and the capability to create and utilize knowledge today are consid- ered to be the most important sources of a firm’s sustainable competitive advantage. This paper aims to advance understanding of the knowledge creation of firm in Vietnam by studying Alphanam Company. The case illustrates how knowledge- based management pursues a vision for the future based on ideals that consider the relationships of people in society. The finding shows that the case succeeded because of their flexibility and mobility to keep meeting to the changing needs of the customers or stakeholders. The paper also provided some suggestions for future research to examine knowledge-based management of the companies in a different industry segments and companies originating in other countries

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