publication . Other literature type . Article . 2018

Branding and the risk management imperative

Fournier Susan; Srinivasan Shuba;
Open Access
  • Published: 01 May 2018
  • Publisher: Walter de Gruyter GmbH
<jats:title>Abstract</jats:title> <jats:p>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 cannibalization risk and brand stretch risk.</jats:p> <jats:p>Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in d...
free text keywords: Brand Risk, Reputation Risk, Brand Dilution Risk, Brand Stretch Risk, Brand Cannibalization Risk, Socio-Economic Risk, Marketing. Distribution of products, HF5410-5417.5
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