Monitoring Marketing Sources of Brand Reputation Risk

Suggested Citation

Fournier, S., & Srinivasan, S. (2023). Monitoring Marketing Sources of Brand Reputation Risk. NIM Marketing Intelligence Review, 15(1), 46-53.



Susan Fournier,
Shuba Srinivasan
Publication title
Monitoring Marketing Sources of Brand Reputation Risk
NIM Marketing Intelligence Review

Monitoring Marketing Sources of Brand Reputation Risk

Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand.
Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions.

Keywords: Brand Reputation, Risk Management, Brand Architecture, Person-Brand, Socio-Political Activism, Digital Marketing, Brand Risk Metrics


  • Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
  • Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA
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