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

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

Copyright: © 2018 |Pages: 23
ISBN13: 9781522524175|ISBN10: 1522524177|EISBN13: 9781522524182
DOI: 10.4018/978-1-5225-2417-5.ch004
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MLA

Elena Veselinova and Marija Gogova Samonikov. "How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage." Building Brand Equity and Consumer Trust Through Radical Transparency Practices, IGI Global, 2018, pp.90-112. https://doi.org/10.4018/978-1-5225-2417-5.ch004

APA

E. Veselinova & M. Samonikov (2018). How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage. IGI Global. https://doi.org/10.4018/978-1-5225-2417-5.ch004

Chicago

Elena Veselinova and Marija Gogova Samonikov. "How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage." In Building Brand Equity and Consumer Trust Through Radical Transparency Practices. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2417-5.ch004

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Abstract

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.

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