Brand risk management : why brands are becoming more valuable and more vulnerable

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      <subfield code="a">Brand risk management</subfield>
      <subfield code="b">: why brands are becoming more valuable and more vulnerable</subfield>
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      <subfield code="a">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</subfield>
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      <subfield code="g">Vol. XXIX, nº 1, 2000 ; p. 1-11</subfield>
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