6533b82dfe1ef96bd12919c8

RESEARCH PRODUCT

A RISK-BASED BRAND EQUITY MODEL

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This paper provides a conceptual framework that emphasis the increasing importance of brand equity as intangible asset. In many branches, the wealth of the biggest companies lies on brand equity, so it`s no longer enough to analyse its capacity to get profite; brand risk needs to be determined for a proper track of the total risk exposure. Thus, our model sets three meaningful components of brand equity, based on Kapferer`s explanation, and attaches to each one the subsequent risk. This is the starting point for a new era in brand valuation that comprises applied models with dual standpoint, of both profit and risk.