Brand Risk: Adding Risk Literacy to Brand Management

Brand Risk: Adding Risk Literacy to Brand Management

by David Abrahams

NOOK Book(eBook)

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Product Details

ISBN-13: 9781409458180
Publisher: Ashgate Publishing Ltd
Publication date: 09/28/2012
Sold by: Barnes & Noble
Format: NOOK Book
File size: 20 MB
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About the Author

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.

Table of Contents

Contents: 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.

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