Branding and the Risk Management Imperative
GfK Marketing Intelligence Review(2018)
摘要
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.
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关键词
Brand Risk,Reputation Risk,Brand Dilution Risk,Brand Stretch Risk,Brand Cannibalization Risk,Socio-Economic Risk
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