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 Twelfth Night by David Abrahams
Cover of the book Brazil by David Abrahams
Cover of the book Philosophy of the Arts by David Abrahams
Cover of the book Communication Research Measures II by David Abrahams
Cover of the book Digital Cinematography by David Abrahams
Cover of the book Sex Differences by David Abrahams
Cover of the book Break-Out from the Crystal Palace by David Abrahams
Cover of the book Louisa Waterford and John Ruskin by David Abrahams
Cover of the book Global Food Security Governance by David Abrahams
Cover of the book Social Change in Tikopia by David Abrahams
Cover of the book HIV Scale-Up and the Politics of Global Health by David Abrahams
Cover of the book The Policies of Genocide (RLE Nazi Germany & Holocaust) by David Abrahams
Cover of the book The Société des Trois in the Nineteenth Century by David Abrahams
Cover of the book Churchill's Man of Mystery by David Abrahams
Cover of the book Possible Selves and Higher Education 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