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Branding and the Risk Management Imperative

Author

Listed:
  • 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)

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.

Suggested Citation

  • Fournier Susan & Srinivasan Shuba, 2018. "Branding and the Risk Management Imperative," GfK Marketing Intelligence Review, Sciendo, vol. 10(1), pages 10-17, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:10-17:n:2
    DOI: 10.2478/gfkmir-2018-0002
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