Brand Risk

Adding Risk Literacy to Brand Management

Business & Finance, Management & Leadership, Management
Cover of the book Brand Risk by David Abrahams, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: David Abrahams ISBN: 9781317172741
Publisher: Taylor and Francis Publication: April 8, 2016
Imprint: Routledge Language: English
Author: David Abrahams
ISBN: 9781317172741
Publisher: Taylor and Francis
Publication: April 8, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book For Durkheim by David Abrahams
Cover of the book Historians, Economists, and Economic History (Routledge Revivals) by David Abrahams
Cover of the book The Europeanization of Turkey by David Abrahams
Cover of the book Para/Inquiry by David Abrahams
Cover of the book Direct Selling Channels by David Abrahams
Cover of the book Social Literacies by David Abrahams
Cover of the book The Presence of the Absent by David Abrahams
Cover of the book Security by David Abrahams
Cover of the book Privatization in the European Union by David Abrahams
Cover of the book Historicising Transmedia Storytelling by David Abrahams
Cover of the book Fact and Fantasy in Freudian Theory (RLE: Freud) by David Abrahams
Cover of the book Asian Tsunami and Social Work Practice by David Abrahams
Cover of the book Implementing Ethics in Educational Ethnography by David Abrahams
Cover of the book Soundscapes from the Americas by David Abrahams
Cover of the book Images of the Wildman in Southeast Asia by David Abrahams
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy