At-Risk Brand Relationships and Threats to the Bottom Line

Hupp Oliver (), Robbins David () and Fournier Susan ()
Additional contact information
Hupp Oliver: Global Director Brand Strategy & Tracking, GfK Brand & Customer Experience, Nuremberg, Germany
Robbins David: Global Director Customer Experience, GfK Brand & Customer Experience, Detroit, USA
Fournier Susan: Senior Associate Dean, Questrom Professor in Management, and Professor of Marketing, Boston University, Questrom School of Business, Boston, MA, USA

NIM Marketing Intelligence Review, 2018, vol. 10, issue 1, 58-63

Abstract: Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events. When a brand is hit by a crisis, it is not necessarily the most successful strategy to focus exclusively on protecting positive emotional relationships. At-risk relationships are affected more than others and can lead to a significant decline of brand value. Our cases highlight that at-risk relationships represent a critical, but often overlooked, aspect of a brand’s relationship portfolio. Risks range from negative word of mouth that might have a negative impact on potential new customers to clear retention risk. Marketers should manage these risks proactively by identifying and investigating the nature of their customer relationships and by responding frankly and credibly to crisis events.

Keywords: Brand Relationships; At-Risk Relationships; Brand Risk; Crisis Management (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/gfkmir-2018-0010 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:58-63:n:10

DOI: 10.2478/gfkmir-2018-0010

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().