Monitoring Marketing Sources of Brand Reputation Risk

Fournier Susan and Srinivasan Shuba
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Fournier Susan: Boston University, Questrom School of Business, Boston, MA
Srinivasan Shuba: Boston University, Questrom School of Business, Boston, MA

NIM Marketing Intelligence Review, 2023, vol. 15, issue 1, 46-53

Abstract: Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions.

Keywords: Brand Reputation; Risk Management; Brand Architecture; Person-Brand; Socio-Political Activism; Digital Marketing; Brand Risk Metrics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:15:y:2023:i:1:p:46-53:n:7

DOI: 10.2478/nimmir-2023-0007

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