Brand Risk

Name: Brand Risk
Brand: Taylor & Francis Ltd
Price: 263.75 AUD
Availability: BackOrder

Adding Risk Literacy to Brand Management

By: David Abrahams

Write A Review

Hardcover | 25 March 2008 | Edition Number 1

At a Glance

Hardcover
224 Pages

Edition Type
New edition

Dimensions(cm)
24.6 x 17.4 x 1.91

Hardcover

RRP $305.00

$263.75

14%OFF

or 4 interest-free payments of $65.94 with

Available for Backorder. We will order this from our supplier however there isn't a current ETA.

Risk assessment and calculated risk taking are essential to effective brand management. Whilst the great importance of the brand as an intangible asset is usually understood, its risk profile is too often superficially represented in business plans and corporate risk assessments. Risk literacy has become the brand manager's third required competence, alongside strategic insight and financial understanding. In a practical and accessible book for those who hold responsibility as brand champions or risk managers, David Abrahams brings together relevant risk thinking and a range of accepted techniques for the evaluation of brand exposures - whether in response to new business conditions, the ambitions of a key project or in answer to shareholder concern. With a perspective connecting strategy, finance and operations, the book proposesa clarifying definition of brand risk and is supported by illustrative cases throughout. Its purpose is to help brand managers make further sense of risks and uncertainties for those who are investing in their judgement - including themselves. A balanced view of the subject is enriched by reference to topics of current interest. Presenting the essentials of brand management and risk management side-by-side, the book suggests approaches to brand risk assessment at alternative levels of complexity, from the intuitive to the data-driven.

Industry Reviews

'There's no shortage of books on branding and brand management, but this one is a bit different. It's particularly valuable because...its focus is not on risk avoidance but risk optimisation...a thorough and detailed piece of work, usefully illustrated by a range of charts, diagrams and summaries.' Michael Warren, Research Magazine 'In this excellent book, Abrahams puts forward a powerful case for professional marketers to develop a deeper understanding of brand risk, and incorporating it as an integral part of brand management.' Chartered Institute of Marketing (CIM) '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

Shipping

	Standard Shipping	Express Shipping
Metro postcodes:	$9.99	$14.95
Regional postcodes:	$9.99	$14.95
Rural postcodes:	$9.99	$14.95

Orders over $79.00 qualify for free shipping.

How to return your order

At Booktopia, we offer hassle-free returns in accordance with our returns policy. If you wish to return an item, please get in touch with Booktopia Customer Care.

Additional postage charges may be applicable.