Brand Risk

Features

• Cover Type: Hard Cover with 224 pages
• Published by: Ashgate March 2008
• Written in: English
• ISBN 10 Number: 0566087243
• ISBN 13 Number: 978-0566087240
• Book Dimensions: 9.8 x 7 x 0.9 inches
• Weighs: 1.5 pounds

Andrew Leslie, StrategicRISK, June 2008
'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.'

Book Description
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 accepted techniques for the evaluation of brand exposures - whether in response to the ambitions of a key business project, new market conditions or in answer to shareholder concern.