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Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding.
- Sales Rank: #5132375 in Books
- Published on: 2008-03
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 6.75" w x .75" l, .0 pounds
- Binding: Hardcover
- 224 pages
Review
'Abrahams's detailed and lovingly considered exposition provides a clear and useful grounding in many aspects of risk management. While his attention is always on the brand and the market, there is much that could be extrapolated into other areas... it is a book which will repay reading, however hoary and experienced a risk professional you may be.' -- Andrew Leslie, StrategicRISK, June 2008
'In this excellent book, Abrahams puts forward a powerful case for professional marketers to develop a deeper understanding of brand risk ... as an integral part of brand management.' --The Chartered Institute of Marketing, August 2008
From the Inside Flap
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 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, the book offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.
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.
Most helpful customer reviews
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The Text Book On Brand Risk
By HofmanLaursen
I recently read that 25% of Gilette's sales price in 2005 was just for the brand value. On that note Abrahams' book opens up an important field that many companies are not aware of before it's too late - brand risk and how to manage it. The book is a great, theoretical text book that you can use directly in your business. Especially his grouping of brand risks made it clear for me where we should focus in our own business. I can warmly recommend it.
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