At-Risk Brand Relationships and Threats to the Bottom Line

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.

Keywords

• Brand Relationships
• At-Risk Relationships
• Brand Risk
• Crisis Management