Pub. Date:
Taylor & Francis
Brand Risk: Adding Risk Literacy to Brand Management / Edition 1

Brand Risk: Adding Risk Literacy to Brand Management / Edition 1

by David Abrahams
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Product Details

ISBN-13: 9780566087240
Publisher: Taylor & Francis
Publication date: 02/01/2008
Pages: 224
Product dimensions: 6.75(w) x 9.75(h) x 0.80(d)

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

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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