Brand Risk: Adding Risk Literacy to Brand Management

ISBN-13: 9780566087240 / Twarda / 2008 / 224 str.

Abrahams, David

Opis

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.

Recenzje

'There's no shortage of books on branding and brand management, but this one is a bit different. It's particularly valuable because...its focus is not on risk avoidance but risk optimisation...a thorough and detailed piece of work, usefully illustrated by a range of charts, diagrams and summaries.' Michael Warren, Research Magazine 'In this excellent book, Abrahams puts forward a powerful case for professional marketers to develop a deeper understanding of brand risk, and incorporating it as an integral part of brand management.' Chartered Institute of Marketing (CIM) 'Abrahams's detailed and lovingly considered exposition provides a clear and useful grounding in many aspects of risk management. While his attention is always on the brand and the market, there is much that could be extrapolated into other areas...it is a book which will repay reading, however hoary and experienced a risk professional you may be.' Andrew Leslie, StrategicRISK

Spis treści

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;

O autorze

David Abrahams has spent twenty-three years in brand management, new product development and business management with global consumer goods and service companies. For the last decade he has advised corporate clients on brand-related aspects of risk management. A graduate in law from Cambridge University, he is a member of The Chartered Institute of Arbitrators with accreditation as a commercial mediator.