Branding and the Risk Management Imperative

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.

Keywords

• Brand Risk
• Reputation Risk
• Brand Dilution Risk
• Brand Stretch Risk
• Brand Cannibalization Risk
• Socio-Economic Risk