Boston University Libraries OpenBU
    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    •   OpenBU
    • BU Open Access Articles
    • BU Open Access Articles
    • View Item
    •   OpenBU
    • BU Open Access Articles
    • BU Open Access Articles
    • View Item

    The frontlines of brand risk: interview with Patrick Marrinan

    Thumbnail
    License
    Attribution-NonCommercial-NoDerivatives 4.0 International
    Date Issued
    2018-05-01
    Publisher Version
    10.2478/gfkmir-2018-0009
    Author(s)
    Fournier, Susan
    Srinivasan, Shuba
    Share to FacebookShare to TwitterShare by Email
    Export Citation
    Download to BibTex
    Download to EndNote/RefMan (RIS)
    Metadata
    Show full item record
    Permanent Link
    https://hdl.handle.net/2144/40180
    Version
    Published version
    Citation (published version)
    Susan Fournier, Shuba Srinivasan. 2018. "The Frontlines of Brand Risk: Interview with Patrick Marrinan." GfK Marketing Intelligence Review, Volume 10, Issue 1, pp. 52 - 57. https://doi.org/10.2478/gfkmir-2018-0009
    Abstract
    Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go terribly wrong for brands. Decline can be fast and the landing hard. In a contemporary marketplace where ideologies reign and social media guarantees the spread of (mis)information at light speed, a lot of what we think we know about brand marketing needs to be rethought through a risk-management lens. “For me, brand risk is any event, action or condition with the potential to damage a brand’s value, thereby making revenue generation and a company’s market value less than it should or could have been,” Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, states. In his talk with Susan Fournier and Shuba Srinivasan, Patrick illustrates the many facets of a risk that has only begun to be recognized as a serious threat to carefully cultivated brand assets. Here we share what to watch out for and what brands can do to protect against risk.
    Rights
    Attribution-NonCommercial-NoDerivatives 4.0 International
    Collections
    • QSB: Scholarly Works [76]
    • BU Open Access Articles [3664]


    Boston University
    Contact Us | Send Feedback | Help
     

     

    Browse

    All of OpenBUCommunities & CollectionsIssue DateAuthorsTitlesSubjectsThis CollectionIssue DateAuthorsTitlesSubjects

    Deposit Materials

    LoginNon-BU Registration

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Boston University
    Contact Us | Send Feedback | Help