Marketing Spending and Brand Performance Volatility

Abstract

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects.

Keywords

• Marketing Spending
• Revenue Volatility
• Cash Flow Volatility
• Marketing Metrics
• Brand Risk