Brand Risk

Jonathan Copulsky*, Chuck Saia

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations


In a world in which brand matters more than ever, brand damage can be devastating. Unfortunately, not all is safe on the brand front. Risks abound, ranging from ill-conceived employee-generated videos that go viral to disgruntled customers expressing their frustrations through vituperative social media reviews. The result is a high-velocity environment having a high potential for collateral damage. Leading organizations now recognize that brand risk management is a core component of any robust enterprise risk management program and requires proactive, continuous planning and sensing in addition to working closely with key internal and external brand influencers. Brand stewards can take a page from the textbook on counterinsurgency theory: Begin with a compelling brand narrative, relentlessly train employees, assiduously cultivate key influencers, continuously assess vulnerabilities, deploy robust sensing capabilities, and vigorously rehearse responses to brand-damaging incidents before they occur.

Original languageEnglish (US)
Title of host publicationEnterprise Risk Management
Subtitle of host publicationA Common Framework for the Entire Organization
PublisherElsevier Inc
Number of pages15
ISBN (Electronic)9780128006764
ISBN (Print)9780128006337
StatePublished - Sep 3 2015


  • Brand
  • Brand ambassadors
  • Brand damage
  • Brand defense
  • Brand narrative
  • Brand resilience
  • Brand risk
  • Brand risk management
  • Brand risk sensing
  • Brand trust
  • Counterinsurgency
  • Trust

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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