Monitoring Marketing Sources of Brand Reputation Risk

Publications

Download

Suggested Citation

Fournier, S., & Srinivasan, S. (2023). Monitoring Marketing Sources of Brand Reputation Risk. NIM Marketing Intelligence Review, 15(1), 46-53. https://doi.org/10.2478/nimmir-2023-0007

Year

2023

Authors

Susan Fournier,
Shuba Srinivasan

Publication title

Monitoring Marketing Sources of Brand Reputation Risk

Publication

NIM Marketing Intelligence Review

Download

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.

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

Authors

Susan Fournier, Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA
Shuba Srinivasan, Adele and Norman Barron Professor in Management, Boston University, USA

Share Publication

Copy link

Here you can find more exciting articles of this issue.

To the entire issue

It is necessary to measure what you need rather than to merely use what you have.

The more metrics managers employ, the better their decision quality and marketing performance.

If you are not found in the places where consumers search, you won’t get into their consideration sets.

On the basis of ESG metrics, companies can set clear sustainability goals.

Equity incentives can tempt marketing executives to engage in short-sighted marketing management.

Quantifying a company’s purpose beyond profit is not easy but it is highly relevant.

Interview with Neil Hoyne, Chief Measurement Strategist at Google

Scroll to top

Other articles of the MIR issue “Marketing Dashboards”