Human brands such as Calvin Klein and David Beckham – brands that are people as well as productized brands for sale in the marketplace – are at once hugely powerful as well as highly risky. In this article from the NIM Marketing Intelligence Review, Susan Fournier, Allen Questrom Professor and Dean at Boston University Questrom School of Business, and Giana Eckhardt, Professor of Marketing at Royal Holloway University of London, explain how managers can harness the power of human brands while reducing the risk associated with them.
