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

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.

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Year of publication:	2014
Authors:	Barbu, Catalin Mihail ; Tudor, Sorin ; Florea, Dorian Laurentiu
Published in:	Annals of University of Craiova - Economic Sciences Series. - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1223-365X. - Vol. 1.2014, 42, p. 123-129
Publisher:	Facultatea de Economie şi Administrarea Afacerilor
Subject:	brand equity \| brand-related risks \| brand management \| accounting researches

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Extent:	application/pdf
Type of publication:	Article
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

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