Centro de Documentacion de Fundación MAPFRE - Brand risk management : why brands are becoming more valuable and more vulnerable

Notes: Brand risk management can most effectively be conducted when all of a company's risks are identified, measured and managed in an integrated manner - in the words, within an enterprise risk management framework. The reason for this is simple: brand risk is multifaceted. Financial, hazard, strategic and operational risks can all give rise to brand riskRelated records: En: View point. - New York : Marsh & McLennan Companies. - Vol. XXIX, nº 1, 2000 ; p. 1-11Materia / lugar / evento: Gerencia de riesgos Marcas Propiedad industrial Riesgos intangibles Coste del riesgo Valoración de riesgos Control de riesgos Otros autores: Abrahams, David
The Marsh & McLennan Companies
Other categories: 7