Brand Risk : Adding Risk Literacy to Brand Management

Abrahams, David

Routledge（2024/06発売）

Routledge（2024/06発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 222 p.
• 言語 ENG
• 商品コード 9781032837840
• DDC分類 658.827

Full Description

Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketer�€�s third necessary competence, alongside strategic insight and financial understanding. In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern. A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.

Contents

Introduction; Chapter 1 The Case for Risk Literacy; Chapter 2 Defining Brand Risk; Chapter 3 Learning to Take Risk; Chapter 4 The Language of Risk; Chapter 5 Identifying and Managing Risk; Chapter 6 Modelling Risks; Chapter 7 Making Progress;