A01=David Abrahams
Author_David Abrahams
Brand Equity
brand exposure evaluation
Brand Risk
Business Case
Category=KJC
Category=KJS
Ceo's Conduct
Chance Node
ciency
Decision Tree
Distribution Functions
effi
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
equity
Equity Element
exercise
High Market Potential
Infl Uence Diagram
literacy
Low Market Potential
management
mapping
Marketing Due Diligence
Marketing Matters
Marketing Performance
marketing risk analysis
MONTE CARLO
nancial
Pr Ic
quantitative risk assessment
reputation management techniques
Risk Effi Ciency
Risk Event
Risk Literacy
risk literacy for marketers
Risk Management
Risk Mapping Exercise
Risk Thinking
Royalty Relief
St Ep
strategic decision making
Te Ch
thinking
triangular
uncertainty modelling
Product details
- ISBN 9781032837840
- Weight: 420g
- Dimensions: 174 x 246mm
- Publication Date: 24 Jun 2024
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
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.
