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dc.contributor.authorFournier, Susanen_US
dc.contributor.authorSrinivasan, Shubaen_US
dc.date2017-12-01
dc.date.accessioned2020-04-15T15:43:42Z
dc.date.available2020-04-15T15:43:42Z
dc.date.issued2018-05-01
dc.identifier.citationSusan Fournier, Shuba Srinivasan. 2018. "Branding and the Risk Management Imperative." GfK Marketing Intelligence Review, Volume 10, Issue 1, pp. 10 - 17. https://doi.org/10.2478/gfkmir-2018-0002
dc.identifier.issn1865-5866
dc.identifier.urihttps://hdl.handle.net/2144/40186
dc.description.abstractIn 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. 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 digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk. The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.en_US
dc.format.extentp. 10 - 17en_US
dc.language.isoen_US
dc.publisherWalter de Gruyter GmbHen_US
dc.relation.ispartofGfK Marketing Intelligence Review
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBrand risken_US
dc.subjectReputation risken_US
dc.subjectBrand dilution risken_US
dc.subjectBrand stretch risken_US
dc.subjectBrand cannibalization risken_US
dc.subjectSocio-economic risken_US
dc.titleBranding and the risk management imperativeen_US
dc.typeArticleen_US
dc.description.versionPublished versionen_US
dc.identifier.doi10.2478/gfkmir-2018-0002
pubs.elements-sourcemanual-entryen_US
pubs.notesBasic or Discovery Scholarshipen_US
pubs.notesEmbargo: Not knownen_US
pubs.organisational-groupBoston Universityen_US
pubs.organisational-groupBoston University, Questrom School of Businessen_US
pubs.organisational-groupBoston University, Questrom School of Business, Marketingen_US
pubs.publication-statusPublisheden_US
dc.identifier.mycv405135


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Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International