TITLE

RISK JOCKEY

AUTHOR(S)
Haxthausen, Ove
PUB. DATE
March 2007
SOURCE
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p35
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article emphasizes the importance of the careful management of brands to reduce risk. It is mentioned that many chief marketing officers have a short tenure due to the difficulty of growing and managing brands. Brand and line extension failure rates are high. It is said that companies that rely on intangible assets to generate value tend to be more risky. Brands and intangibles are the sources of competitive advantage for companies. Brand valuation is a powerful tool for success. Intangible assets include intellectual property, patents and technologies, brands, and operational processes. Successful brand management by companies such as the Coca Cola Company, PepsiCo, Whole Foods, and Apple Inc. is discussed.
ACCESSION #
24994233

 

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