Branding and the Risk Management Imperative

Fournier Susan () and Srinivasan Shuba ()
Additional contact information
Fournier Susan: Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
Srinivasan Shuba: Adele and Norman Barron Professor in Management, Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA

NIM Marketing Intelligence Review, 2018, vol. 10, issue 1, 10-17

Abstract: In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk. Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk. The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.

Keywords: Brand Risk; Reputation Risk; Brand Dilution Risk; Brand Stretch Risk; Brand Cannibalization Risk; Socio-Economic Risk (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/gfkmir-2018-0002 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:10-17:n:2

DOI: 10.2478/gfkmir-2018-0002

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().