Brand Vulnerability Index
Innovation & Insikter • 17 september 2010
According to Greenpeace “targeting brands was like discovering gunpowder for environmentalists”. As the significance of brands to companies’ market capitalisation continues to grow, brands become an increasingly sensitive target for campaigning NGOs. The more successful the brand, the higher the risk of it being challenged on environmental, social and human rights issues. Where is the next campaign coming from, and who will be in the spotlight? The Brand Vulnerability Index (BVI), is an Evidence-Based methodology to measure and track brands exposure and vulnerability to issue-based NGO campaigns. It encompasses an approach that allows you to monitor risks and identify where future threats may be coming from. This can also help you identify potentially hazardous practices and change behavior before you become exposed. The BVI is a starting point for a strategic approach to monitoring and mitigating future risk to your brand.
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