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Brand Risk
Management
An organization invests in
its brand to communicate all of its positive attributes to
customers and other audiences. Much is invested in that brand
over many years with the sole objective of increasing brand
value. As brand value increases, however, the consequences of
unmanaged risk grow. The brand is at once an asset that fosters
sales and customer loyalty and, increasingly, an asset that
needs to be protected.
Membership organizations,
financial institutions, automotive companies, and retailers are
only a few examples of the organizations that invest heavily in
their brands. For the past ten years, ADI has assisted clients
in identifying, evaluating, and managing risks to client
brands. Here are some examples,
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Brand Value Equates to
Customer Experience – For many banks,
credit unions, and other financial institutions, the quality
of each customer’s experience is a key attribute embodied in
the brand. The quality of that experience is a critical
area of competition, combining customer service,
convenience, and product features. We provide key
information and data on our clients’ actions that affect the
customer experience, and we help our clients use that
information to manage risks to their brand.
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Brand Risk and
Endorsed Partners – For the largest membership
organization in the United States, ADI provides customized
services that monitor brand risks from third-party insurers,
travel companies, car rental firms, and others that our
client has endorsed. The objective is to ensure that the
client’s members receive exemplary service and that its
brand is protected. We assist by providing data on partner
performance, translating it into actionable information that
can be used negotiating and monitoring adherence to service
level agreements and compensation arrangements.
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Brand
Value through Compliance – For clients in the automotive
services industry, as one example, protecting the brand
means ensuring that dealers adhere to manufacturer guidance
on scheduled maintenance, that sales representatives follow
specific sales practices, and that store managers comply
with corporate rules on free inspections and similar
attractions. All are examples of policies designed to build
the brand and protect it in both near and remote business
sites. These policies mitigate risk to the brand, and we
provide management tools for needed to manage compliance
with these policies.
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Contact us to see how ADI can assist you
with your Brand Risk Management needs.
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