Brand risk : adding risk literacy to brand management / David Abrahams.

ISBN:

9780566087240

Título:

Autor:

Abram, David.

Autor personal:

Abram, David.

Información de la publicación:

Aldershot : Gower, c2008.

Descripción física:

x, 212 p. ; 24 cm.

Nota general:

Formerly CIP.

Contenido:

Ch. 1. The Case for Risk Literacy -- Corporate context -- Marketing and risk -- Risk literacy -- Snakes and Ladders: Licensing Brands -- Ch. 2. Defining Brand Risk -- What is a brand ? -- Brand risk model -- Addressing brand risks -- Brand valuation -- Snakes and Ladders: Market Research -- Ch. 3. Learning to Take Risk -- Why learn ? -- Human factors -- Learning from failure -- Snakes and Ladders: Customer Service Failures -- Ch. 4. The Language of Rtsk -- Useful distinctions -- Probability -- Expected value and volatility -- Probability distributions -- Objective and subjective probabilities -- Beating the averages -- Risk thresholds -- Expected utility -- Ch. 5. Identifying and Managing Risk -- ldentifying risks -- Risk mapping -- Cause-and-controls assessment -- Managing risk -- Snakes and Ladders: Crisis Management -- Ch. 6. Modelling Risks -- Reasons to model risk -- Decision trees -- Expected value of new information -- Dependency modelling -- Stochastic models.

Ch. 7. Making Progress -- Reaffirming the goals -- Body of knowledge -- Organizational context.

Término del tema:

Brand name products -- Management.

Branding (Marketing).

Risk assessment.

Formato:

Libros

Fecha de publicación:

2008

WAIT_PUBINFO:

Aldershot : Gower, c2008.

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Resumen

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.

Notas del autor

David Abrahams has spent twenty-three years in brand management, new product development and business management with global consumer goods and service companies. For the last decade he has advised corporate clients on brand-related aspects of risk management. A graduate in law from Cambridge University, he is a member of The Chartered Institute of Arbitrators with accreditation as a commercial mediator.

Extractos

Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. Brand Risk is 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 accepted techniques for the evaluation of brand exposures - whether in response to the ambitions of a key business project, new market conditions or in answer to shareholder concern. Excerpted from Brand Risk (Ebk) Adding Risk Literacy to Brand Management by David Abrahams All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Tabla de contenido

Introduction

The Case for Risk Literacy

Corporate context

Marketing and risk

Risk literacy

Summary

Snakes and Ladders

Licensing brands

Defining Brand Risk

What is a brand?

Brand risk model

Addressing brand risks

Brand valuation

Summary

Snakes and Ladders

Market research

Learning to Take Risk

Why learn?

Human factors

Learning from failure

Summary

Snakes and Ladders

Customer service failures

The Language of Risk

Introduction

Useful distinctions

Probability

Expected value and volatility

Probability distributions

Objective and subjective probabilities

Beating the averages

Risk thresholds

Expected utility

Summary

Identifying and Managing Risk

Identifying risks

Risk mapping

Cause-and-controls assessment

Managing risk

Summary

Snakes and Ladders

Crisis management

Modelling Risks

Reasons to model risk

Decision trees

Expected value of new information

Dependency modelling

Stochastic models

Summary

Making Progress

Reaffirming the goals

Body of knowledge

Organizational context

Conclusions

Appendix - Chapter Maps

Bibliography

Index