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Books > Business & Economics > Economics
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Brand Risk - Adding Risk Literacy to Brand Management (Hardcover, New Ed)
Loot Price: R4,499
Discovery Miles 44 990
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Brand Risk - Adding Risk Literacy to Brand Management (Hardcover, New Ed)
Expected to ship within 10 - 15 working days
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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.
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