<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
<p>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.</p>
</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.

Monitoring Marketing Sources of Brand Reputation Risk

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Monitoring Marketing Sources of Brand Reputation Risk"}

Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a...

Monitoring Marketing Sources of Brand Reputation Risk

Published Online: Apr 19, 2023

Page range: 46 - 53

DOI: https://doi.org/10.2478/nimmir-2023-0007

Keywords
Brand Reputation, Risk Management, Brand Architecture, Person-Brand, Socio-Political Activism, Digital Marketing, Brand Risk Metrics

© 2023 Susan Fournier et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Monitoring Marketing Sources of Brand Reputation Risk

Published Online: Apr 19, 2023

Page range: 46 - 53

DOI: https://doi.org/10.2478/nimmir-2023-0007

KeywordsBrand Reputation, Risk Management, Brand Architecture, Person-Brand, Socio-Political Activism, Digital Marketing, Brand Risk Metrics

© 2023 Susan Fournier et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Brand Reputation, Risk Management, Brand Architecture, Person-Brand, Socio-Political Activism, Digital Marketing, Brand Risk Metrics