NIM Marketing Intelligence Review

Brand Risk Matters

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


To encourage marketers to actively incorporate risk considerations into their branding strategies, we dedicate this issue to the potential dark sides of building strong brands.
 

Guest editors:
Susan Fournier, Questrom Professor and Dean
Shuba Srinivasan, Norman and Adele Barron Professor in Management, Professor of Marketing
Both: Boston University, Questrom School of Business, Boston, MA, USA.

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Issue Contents

[Translate to English:]
Branding and the Risk Management Imperative

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as …

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

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, …

When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge

In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can …

Managing the Risk in Human Brands

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very …

Don’t Get Eaten! Understanding and Handling Cannibalization Risk

To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand …

How Consumers’ Styles of Thinking Can Control Brand Dilution

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from …

Marketing Spending and Brand Performance Volatility

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and …

Interview: The Frontlines of Brand Risk

Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go …

At-Risk Brand Relationships and Threats to the Bottom Line

Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is …

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