ABSTRACT
This chapter examines the nature of brands and explores the relationship between brand and reputation. It identifies how and where brand risk arises and describes the scope of brand risk management consider the role of valuation in brand risk management. In the six-part model of brand risk the chapter provides a basis for discussion of the causes and consequences of brand vulnerability. Market risk describes the brand issues that arise externally from its market or industry context. It is concerned with two parameters: motivations and constraints. Assessment of motivations should embrace all risks and uncertainties associated with changing segment needs and interests, whether positive or negative. Constraints are issues affecting the brand's licence to operate, its strategic freedoms and other market-based limitations. In the absence of a specific project requiring brand risk evaluation, the chapter suggests that organizations should nevertheless build brand impact assessment into their overall process of risk identification.
