<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
<p>Our cases highlight that at-risk relationships represent a critical, but often overlooked, aspect of a brand’s relationship portfolio. Risks range from negative word of mouth that might have a negative impact on potential new customers to clear retention risk. Marketers should manage these risks proactively by identifying and investigating the nature of their customer relationships and by responding frankly and credibly to crisis events.</p>
</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.
Our cases highlight that at-risk relationships represent a critical, but often overlooked, aspect of a brand’s relationship portfolio. Risks range from negative word of mouth that might have a negative impact on potential new customers to clear retention risk. Marketers should manage these risks proactively by identifying and investigating the nature of their customer relationships and by responding frankly and credibly to crisis events.

At-Risk Brand Relationships and Threats to the Bottom Line

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"At-Risk Brand Relationships and Threats to the Bottom Line"}

Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant...

At-Risk Brand Relationships and Threats to the Bottom Line

Published Online: Apr 20, 2018

Page range: 58 - 63

DOI: https://doi.org/10.2478/gfkmir-2018-0010

Keywords
Brand Relationships, At-Risk Relationships, Brand Risk, Crisis Management

© 2018 Oliver Hupp et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

At-Risk Brand Relationships and Threats to the Bottom Line

Published Online: Apr 20, 2018

Page range: 58 - 63

DOI: https://doi.org/10.2478/gfkmir-2018-0010

KeywordsBrand Relationships, At-Risk Relationships, Brand Risk, Crisis Management

© 2018 Oliver Hupp et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Brand Relationships, At-Risk Relationships, Brand Risk, Crisis Management