Managing Brand Portfolios: How Strategies Have Changed

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss.

Managing Brand Portfolios: How Strategies Have Changed

Sylvie Laforet University of Sheffield, Management School

John Saunders Aston Business School, Aston University

INTRODUCTION

“Safeguard the brand and corporate reputation.” Niall Edgecliffe-Johnson, Reuters chairman, on board priorities

At Last, Brands are a boardroom issue! The reason for this elevation is the revelation that a firm's reputation has the same risk and returns as its financial situation. A recent survey by a U.S. insurance company of 2,000 public and private companies found reputation risk as the single biggest business hazard (Aon, 2001). One leading bank, Barclays, has responded by forming a...

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