Brand Risk

Adding Risk Literacy to Brand Management

Publication Date	March 2008
Publisher	Ashgate Publishing
Product Type	Book
Pages	224
ISBN Number	9780566087240
Product Code	ASH00416

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Summary

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 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, the book offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.