Brand resilience is the ability of organizations to maintain a consistent, positive and financially stable image of its brand as well as presence and a market share despite continuous disruptions within the market environment.
Risk managers and senior executives consider brand resilience as one of the central points of an organizational strategy and one of the central roles in creating an organizational road map for major corporations across the globe. Managing brand resilience as a separate domain is a relatively new field, however corporations have been doing it all along by means of marketing campaigns and outward messaging.
Major focus of managing brand resiliency lies across two parallels that need to be continuously managed; first there is a need to monitor how the outside environment might affect an organization’s brand and secondly how internal activities and business practices can affect profitability, public image, as well as possible legal consequences of the organization’s business activity.
For more information read our blog on Brand Resilience in the Lens of Integrated Risk Management Software.