Brand Risk: Adding Risk Literacy to Brand Management

Ch. 1. The Case for Risk Literacy Corporate context Marketing and risk Risk literacy Summary Snakes and Ladders: Licensing Brands Ch. 2. Defining Brand Risk What is a brand? Brand risk model Addressing brand risks Brand valuation Snakes and Ladders: Market Research Ch. 3. Learning to Take Risk Why learn? Human factors Learning from failure Snakes and Ladders: Customer Service Failures Ch. 4. The Language of Risk Useful distinctions Probability Expected value and volatility Probability distributions Objective and subjective probabilities Beating the averages Risk thresholds Expected utility Ch. 5. Identifying and Managing Risk ldentifying risks Risk mapping Cause-and-controls assessment Managing risk Snakes and Ladders: Crisis Management Ch. 6. Modelling Risks Reasons to model risk Decision trees Expected value of new information Dependency modelling Stochastic models. Ch. 7. Making Progress Reaffirming the goals Body of knowledge Organizational context Conclusions