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

MAP20071501024

Brand risk management : why brands are becoming more valuable and more vulnerable / by George Jurkowich and David Abrahams

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 risk

En: View point. - New York : Marsh & McLennan Companies. - Vol. XXIX, nº 1, 2000 ; p. 1-11

1. Gerencia de riesgos . 2. Marcas . 3. Propiedad industrial . 4. Riesgos intangibles . 5. Coste del riesgo . 6. Valoración de riesgos . 7. Control de riesgos . I. Abrahams, David . II. The Marsh & McLennan Companies . III. Título.