Publications
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
2023
Shuba Srinivasan
Monitoring Marketing Sources of Brand Reputation Risk
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
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