Authors: Tina Vukasović
Addresses: International School for Social and Business Studies, Mariborska Cesta 7, SI – 3000 Celje, Slovenia; DOBA Faculty, Prešernova 1, SI – 2000 Maribor, Slovenia
Abstract: The paper's contribution is to present the importance of implicit and explicit knowledge in the process of creating brand equity. Knowledge is the most important factor of competitiveness and factors such as capital, financial assets or labour force are proving to be less important. Companies utilise and transfer knowledge to processes and activities aimed at creating high-value brands, thus increasing their competitiveness. A strong and trusted brand provides the company with competitive advantage and in order to achieve it, employee knowledge is required. This paper investigates the role of knowledge in the process of creating brand equity in the studied company and to develop and coordinate the development and practice of implicit and explicit knowledge in the process of creating brand equity. The results of the survey have shown that they have the required implicit and explicit knowledge which plays an important role in creating brand equity.
Keywords: brand; brand equity; knowledge; implicit knowledge; explicit knowledge; knowledge management processes.
International Journal of Innovation and Learning, 2020 Vol.28 No.2, pp.139 - 158
Received: 09 Apr 2019
Accepted: 13 May 2019
Published online: 12 Aug 2020 *