Brand Risk: Adding Risk Literacy to Brand Management

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 ...