Brand Risk Matters

Vol. 10 No. 1 / 2018

Fake News • Negative Brand Knowledge • Human Brands • Brand Cannibalization • Socio−Economic Risks • Brand Dilution • At−Risk Brand Relationships • Brand Performance Volatility

Content

Branding and the Risk Management Imperative

How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It

When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge

Managing the Risk in Human Brands

Don’t Get Eaten! Understanding and Handling Cannibalization Risk

How Consumers’ Styles of Thinking Can Control Brand Dilution

Marketing Spending and Brand Performance Volatility

Interview: The Frontlines of Brand Risk

At-Risk Brand Relationships and Threats to the Bottom Line

Flip-page-pdf

Get an overview of the issue by browsing through the entire issue.

Browse the issue

Single view articles

The English edition of the NIM Marketing Intelligence Review is also available as an electronic open-access journal at Sciendo, De Gruyter's publishing service provider for academic and professional organizations. On this page you will find the citation information to quote our articles in publications. In addition, this page offers the possibility to search by topic.

Access single articles

Access to all back issues