Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses risk management professionals and other senior managers who would like to develop their understanding of brand function and brand risk. It reviews the role of resolving uncertainty in creating organizational influence and suggests how this might have relevance to the marketing function. The book proposes that risk literacy can help marketers to make better decisions and to make their professional case effectively. It is principally intended for marketing professionals and those in brand planning functions. The book aims to furnish the risk-literate mind with an appreciation of the alternative thinking styles in risk-taking and a greater self-awareness. It includes a framework for the evaluation of cause and effect, together with brief sections on predicting stakeholder behaviour. The book contains four single-page advisories on topical subjects: managing customer service complaints, pitfalls in market research, crisis management and the licensing of brands.