Branding and the Risk Management Imperative

Article English OPEN
Fournier Susan ; Srinivasan Shuba (2018)
  • Publisher: Sciendo
  • Journal: GfK Marketing Intelligence Review (issn: 1865-5866)
  • Related identifiers: doi: 10.2478/gfkmir-2018-0002
  • Subject: Brand Cannibalization Risk | Brand Stretch Risk | Marketing. Distribution of products | Socio-Economic Risk | HF5410-5417.5 | Reputation Risk | Brand Risk | Brand Dilution Risk
    mesheuropmc: health care economics and organizations | technology, industry, and agriculture

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand canni... View more
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