formerly: GfK Marketing Intelligence Review

NIM Marketing Intelligence Review

NIM Market. Intellig. Rev.

<abstract>
<title style='display:none'>Abstract</title>
In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.
Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk.
The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.
</abstract>

Abstract

Boston University, Questrom School of Business

Keywords

<article-title>Branding and the Risk Management Imperative</article-title>

Branding and the Risk Management Imperative

{"article-title":"Branding and the Risk Management Imperative"}

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NIM Marketing Intelligence Review ist in den folgenden Services indiziert: <ul> <li> Baidu Scholar </li> <li> Cabell's Whitelist </li> <li> CNKI Scholar (China National Knowledge Infrastructure) </li> <li> CNPIEC - cnpLINKer </li> <li> Dimensions </li> <li> DOAJ (Directory of Open Access Journals) </li> <li> EBSCO </li> <li> EconBiz </li> <li> ECONIS </li> <li> ExLibris </li> <li> Google Scholar </li> <li> IBR (International Bibliography of Reviews of Scholarly Literature in the Humanities and Social Sciences) </li> <li> IBZ (International Bibliography of Periodical Literature in the Humanities and Social Sciences) </li> <li> J-Gate </li> <li> JournalGuide </li> <li> JournalTOCs </li> <li> KESLI-NDSL (Korean National Discovery for Science Leaders) </li> <li> MyScienceWork </li> <li> Naver Academic </li> <li> Naviga (Softweco) </li> <li> ProQuest </li> <li> QOAM (Quality Open Access Market) </li> <li> ReadCube </li> <li> Research Papers in Economics (RePEc) </li> <li> SCILIT </li> <li> Semantic Scholar </li> <li> TDNet </li> <li> Ulrich's Periodicals Directory/ulrichsweb </li> <li> WanFang Data </li> <li> WorldCat (OCLC) </li> <li> X-MOL </li> </ul>

<DIV align=left> The NIM Marketing Intelligence Review (NIM MIR) is a leading global journal for marketing decision makers. It offers marketing knowledge from well-known academic think tanks all over the world, and focuses on all aspects of marketing intelligence, e.g. new strategies based on academic and empirical market analyses, new models and methods enabling more effective marketing decision making, and state-of-the-art articles on current fields of marketing research. Readers will be informed about important developments in marketing theory, marketing methodology and marketing strategies. Volumes 1 to 10 were published under the name GfK Marketing Intelligence Review (GFK MIR). The first issue was published in June 2009. The NIM MIR delivers relevant insights from academic research, using practical and accessible rather than academic language, supported by professional journalists who "translate" academic papers. We publish papers that contribute new and often fascinating knowledge, for instance about customer behavior, brand or pricing strategies, data analysis or decision making techniques. All papers are intensively reviewed from an academic as well as a practical perspective. Our mission is to present high-quality articles by top authors whose work has appeared in leading academic marketing journals, thereby allowing readers to follow the progress of marketing science. The NIM MIR is aiming to achieve a high level of acceptance and an excellent reputation among upscale target groups within marketing management, and among marketing instructors looking for interesting applications of the latest marketing concepts and methods. Readers of the NIM MIR have their fingers right on the pulse of marketing science The NIM Marketing Intelligence Review is published by the <A href="http://www.nim.org/">Nuremberg Institute for Market Decisions</A> (Nürnberg Institut für Marktentscheidungen e.V., formerly the GfK Verein e.V.), which has long-held academic ties with the University of Nuremberg, Germany. The NIM has repositioned itself as an interdisciplinary, non-commercial institute for researching market decision. The NIM remains majority shareholder of the Nuremberg based market research company GfK. The MIR is managed by a team of managers and marketing scholars from universities all over the world (See editorial board). Each issue has a special topic and is edited by a leading researcher in the respective field. It is published biannually in May and October of each year. Archiving Sciendo archives the contents of this journal in <A href="https://www.portico.org/">Portico</A> - digital long-term preservation service of scholarly books, journals and collections. Plagiarism Policy The editorial board is participating in a growing community of <A href="https://www.crossref.org/services/similarity-check/">Similarity Check System's</A> users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process. </DIV>

NIM Nuremberg Institute for Market Decisions Managing Editor and contact Christine Kittinger-Rosanelli　 <A href="mailto:Christine.Kittinger@nim.org">Christine.Kittinger@nim.org</A> <A href="http://www.nim.org/">www.nim.org</A> Editorial Advisory Board NIM Marketing Intelligence Review Susan Fournier Questrom Professor in Management, Professor of Marketing, Questrom School of Business, Boston University, USA, <A href="http://questromapps.bu.edu/mgmt_new/profiles/FournierSusan.html">questromapps.bu.edu/mgmt_new/profiles/FournierSusan.html</A> Giana Eckhardt Professor of Marketing, King´s College London, England, <A href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</A> Nicole Koschate-Fischer Professor of Marketing, University of Erlangen-Nuremberg, Germany, <A href="http://www.mi.wiso.uni-erlangen.de/">www.mi.wiso.uni-erlangen.de</A> Srinivas Reddy Professor of Marketing, Director Center of Marketing Excellence, Lee Kong Chian School of Business, Singapore, <A href="http://www.smu.edu.sg/">www.smu.edu.sg</A> Werner Reinartz Professor of Marketing and Retailing, University of Cologne, Germany, <A href="http://www.reinartz.uni-koeln.de/de/department/">www.reinartz.uni-koeln.de/de/department/</A> Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <A href="http://www.ecommerce.wiwi.uni-frankfurt.de/">www.ecommerce.wiwi.uni-frankfurt.de</A> Caroline Wiertz Professor of Marketing, Cass Business School, London, England, <A href="https://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</A> Anja Dieckmann Head of Behavioral Science, NIM Nuremberg Institute for Market Decisions, Germany, <A href="http://www.nim.org/">www.nim.org</A> Andreas Neus Managing Director and Vice President, NIM Nuremberg Institute for Market Decisions, Germany, <A href="http://www.nim.org/">www.nim.org</A> Guest Editors Each issue is edited by a guest editor and renowned researcher on the topic of the issue. Daiane Scaraboto Professor of Marketing, The University of Melbourne, Australia　 <A href="https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au">https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au</A> (Vol. 14 No.1, May 2022) Daniel Korschun Professor of Marketing, LeBow College of Business, Drexel University, Philadelphia, USA <A href="https://drexel.edu/now/experts/Overview/Korschun-Daniel/">drexel.edu/now/experts/Overview/Korschun-Daniel/</A> (Vol. 13 No.2, November 2021) Caroline Wiertz Professor of Marketing, Cass Business School, City, University of London, England <A href="https://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</A> (Vol. 13 No.1, May 2021) Giana Eckhardt Professor of Marketing, University of London, England <A href="https://pure.royalholloway.ac.uk/portal/en/persons/giana-m-eckhardt%28828bedca-f681-4cc3-aae7-df3162cbd608%29.html">pure.royalholloway.ac.uk/portal/en/persons/giana-m-eckhardt%28828bedca-f681-4cc3-aae7-df3162cbd608%29.html</A> (Vol. 12 No.2, November 2020) Kurt Matzler, University of Innsbruck, Austria <A href="https://www.uibk.ac.at/smt/strategic-management/team/matzler.html.de">www.uibk.ac.at/smt/strategic-management/team/matzler.html.de</A> (Vol. 12 No.1, May 2020) Christian Hildebrand, University of St. Gallen, Switzerland <A href="http://www.ifmhsg.ch/">www.ifmhsg.ch</A> (Vol. 11 No.2, November 2019) Werner Reinartz, University of Cologne, Germany <A href="http://www.reinartz.uni-koeln.de/de/department/">www.reinartz.uni-koeln.de/de/department/</A> (Vol. 9 No.1, 2017 and Vol. 11 No. 1, 2019) Volumes 1 to 10 were published under the name “GfK Marketing Intelligence Review” and are accessible on <A href="https://content.sciendo.com/view/journals/gfkmir/gfkmir-overview.xml">content.sciendo.com/view/journals/gfkmir/gfkmir-overview.xml</A> Donna Hoffman and Tom Novak, George Washington University, Washington, USA <A href="https://postsocial.gwu.edu/faculty/">postsocial.gwu.edu/faculty/</A> (Vol. 10 No. 2, 2018) Susan Fournier and Shuba Srinivasan, Questrom School of Business, Boston University, USA <A href="https://www.bu.edu/questrom/profile/susan-fournier/">www.bu.edu/questrom/profile/susan-fournier/</A> (Vol. 10 No.1, 2018) <A href="http://questromapps.bu.edu/mgmt_new/profiles/SrinivasanShuba.html">questromapps.bu.edu/mgmt_new/profiles/SrinivasanShuba.html</A> Andrew Stephen, Said Business School at Oxford University, England <A href="http://www.sbs.ox.ac.uk/community/people/andrew-stephen">www.sbs.ox.ac.uk/community/people/andrew-stephen</A> (Vol. 9 No.2, 2017) Srinivas Reddy, Center of Marketing Excellence, Management University Singapore <A href="http://www.smu.edu.sg/">www.smu.edu.sg</A> (Vol. 9 No.1, 2017) Bernd Skiera, Goethe-University, Frankfurt am Main, Germany, (Vol. 8 No. 2, 2016) <A href="http://www.ecommerce.wiwi.uni-frankfurt.de/">www.ecommerce.wiwi.uni-frankfurt.de</A> CB Bhattacharya, European School of Management and Technology in Berlin, Germany (Vol. 8 No. 1, 2016) <A href="https://www.esmt.org/">www.esmt.org/</A> Jan Landwehr, Goethe-University, Frankfurt am Main, Germany, (Vol. 7 No. 2, 2015) <A href="http://www.marketing.uni-frankfurt.de/">www.marketing.uni-frankfurt.de</A> Andreas Herrmann, University of St. Gallen, Switzerland, (Vol. 7 No. 2, 2015) <A href="http://www.fci.unisg.ch/">www.fci.unisg.ch</A> Koen Pauwels, Ozyegin University Istanbul, Turkey (Vol. 7 No. 1, 2015) <A href="http://www.ozyegin.edu.tr/MEDYA/OzUden-Bir-Ogretim-Uyesi/OzUden-Bir-Ogretim-Uyesi-Koen-Pauwels?lang=en-US">www.ozyegin.edu.tr/MEDYA/OzUden-Bir-Ogretim-Uyesi/OzUden-Bir-Ogretim-Uyesi-Koen-Pauwels?lang=en-US</A> <A href="http://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/">mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/</A> Robert V. Kozinets, Schulich School of Business, York University, Canada　(Vol. 6 No. 2, 2014) <A href="http://research.schulich.yorku.ca/client/schulich/FacultyProfile.nsf/webpagekey/robert+kozinets?OpenDocumenthttp://kozinets.net/">research.schulich.yorku.ca/client/schulich/FacultyProfile.nsf/webpagekey/robert+kozinets?OpenDocumenthttp://kozinets.net/</A> Andrea Groeppel-Klein, Institute of Consumer and Behavior Research, Germany (Vol. 6 No. 1, 2014) <A href="http://www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html">www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html</A> Herman Diller, University of Erlangen-Nuremberg, Germany (Vol. 1 – 5) <A href="http://www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml">www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml</A> Publisher De Gruyter Poland Bogumiła Zuga 32A Str. 01-811 Warsaw, Poland T: +48 22 701 50 15

Editorial Policy Each issue focuses on a specific topic of high relevance for the marketing community. The topic of each issue is selected by the Advisory Board of the NIM Marketing Intelligence Review (NIM MIR). A different guest editor is appointed for each issue and is responsible for selecting state of the art research contributions that deal with different and diverse aspects of the issue topic. The guest editors are renowned marketing scholars from all over the world. They are experts in the respective field, have published in top marketing journals and are invited by the NIM to compile the issue. Submissions The NIM MIR features mostly research that was published in top tier marketing journals or was presented at major conferences before. The guest editors select scholars and authors with recognized publications on the focus topics. These researchers are then invited to contribute a managerial version of their research, following the guidelines of the journal. Uninvited submission of articles cannot be considered. Review Process All contributions undergo extensive review by the editorial team and by peers. The review process aims at insuring a managerial focus and the use of everyday rather than academic language. Open Access License This journal provides immediate open access to its content under the <A href="https://creativecommons.org/licenses/by-nc/4.0/">Creative Commons BY-NC 4.0 license</A>. Authors who publish with this journal retain all copyrights and agree to the terms of the above-mentioned CC BY-NC 4.0 license. Open Access Statement The journal is an Open Access journal that allows a free unlimited access to all its contents without any restrictions upon publication to all users. APC Policy Authors are not required to pay any article processing charges nor article submission charges.

NIM Marketing Intelligence Review

Branding and the Risk Management Imperative

Susan Fournier and
Susan Fournier and
Shuba Srinivasan
Shuba Srinivasan

Published Online: 20 Apr 2018

Volume & Issue: Volume 10 (2018) - Issue 1 (May 2018) - Brand Risk Matters

Page range: 10 - 17

Journal & Issue Details

NIM Marketing Intelligence Review

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Recent Articles

Plan your remote conference with Sciendo

NIM Marketing Intelligence Review

Branding and the Risk Management Imperative

Susan Fournier andSusan Fournier andShuba SrinivasanShuba Srinivasan

Published Online: 20 Apr 2018

Volume & Issue: Volume 10 (2018) - Issue 1 (May 2018) - Brand Risk Matters

Page range: 10 - 17

Journal & Issue Details

NIM Marketing Intelligence Review

PDF Preview

Recent Articles

Plan your remote conference with Sciendo

Susan Fournier and
Susan Fournier and
Shuba Srinivasan
Shuba Srinivasan