Brand Risk : Adding Risk Literacy to Brand Management
Taylor & Francis Ltd
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?\u0080?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\n\nBrand Risk\nAdding Risk Literacy to Brand Management\nFree UK delivery on this item.\n\nThis brand new item is available with free UK delivery using Royal Mail tracked services.\n\nPlease note: t;
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