MANAGING BRAND EQUITY RISK: ADDING EXOGENOUS RISKS TO AN EVALUATION MODEL

Catalin Mihail Barbu, Sorin Tudor and Dorian Laurentiu Florea
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Catalin Mihail Barbu: University of Craiova Faculty of Economics and Business Administration
Sorin Tudor: University of Craiova Faculty of Economics and Business Administration
Dorian Laurentiu Florea: The Bucharest University of Economic Studies Faculty of Marketing

Annals of University of Craiova - Economic Sciences Series, 2014, vol. 1, issue 42, 123-129

Abstract: Risk can no longer be ignored when talking about brand management, as risk management can no longer disregard brands for manifold reasons. Building on the risk-based brand equity model, this paper contributes to the development of an evaluation model, by suggesting formulas for 3 exogenous risk sources related to the market and competitive structure: the new brand marketing effort, consumer behavior change, and the extant brands adaptation.

Keywords: brand equity; brand-related risks; brand management; accounting researches (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:1:y:2014:i:42:p:123-129

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