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Managing Brand Equity Risk: Adding Exogenous Risks To An Evaluation Model

Author

Listed:
  • 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)

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.

Suggested Citation

  • Catalin Mihail Barbu & Sorin Tudor & Dorian Laurentiu Florea, 2014. "Managing Brand Equity Risk: Adding Exogenous Risks To An Evaluation Model," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(42), pages 123-129.
    • Handle: RePEc:aio:aucsse:v:1:y:2014:i:42:p:123-129
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    File URL: http://feaa.ucv.ro/AUCSSE/0042v1-016.pdf
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    References listed on IDEAS

    as
    1. Filip Alina & Plesea Doru & Moise Daniel, 2011. "Relationship Marketing: Conceptualization and Main Economic Fields of Implementation," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 730-734, May.
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      More about this item

      Keywords

      brand equity; brand-related risks; brand management; accounting researches;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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