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 thinkin

List of contents

Introduction; Chapter 1 The Case for Risk Literacy; Chapter 2 Defining Brand Risk; Chapter 3 Learning to Take Risk; Chapter 4 The Language of Risk; Chapter 5 Identifying and Managing Risk; Chapter 6 Modelling Risks; Chapter 7 Making Progress;

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.

Summary

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 thinkin

Product details

• Authors: David Abrahams, Abrahams David
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 24.06.2024
• EAN: 9781032837840
• ISBN: 978-1-0-3283784-0
• No. of pages: 222
• Subjects: Humanities, art, music > Art > General, dictionaries; Social sciences, law, business > Business > Management; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Sales & Selling / General, TECHNOLOGY & ENGINEERING / Industrial Health & Safety, DESIGN / Graphic Arts / Commercial & Corporate, Sales & marketing management, business strategy, Industrial / commercial art & design, Management & management techniques, Sales & marketing, Sales and marketing, Management and management techniques, Design, Industrial and commercial arts, illustration, Sales and marketing management, Ergonomics