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.
|Publisher:||Ashgate Publishing Ltd|
|Sold by:||Barnes & Noble|
|File size:||20 MB|
|Note:||This product may take a few minutes to download.|
About the Author
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.