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Media type:
E-Article
Title:
Monitoring Marketing Sources of Brand Reputation Risk
Contributor:
Fournier, Susan;
Srinivasan, Shuba
Published:
Walter de Gruyter GmbH, 2023
Published in:
NIM Marketing Intelligence Review, 15 (2023) 1, Seite 46-53
Language:
English
DOI:
10.2478/nimmir-2023-0007
ISSN:
2628-166X
Origination:
Footnote:
Description:
Abstract Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions.