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...