brändiriskit

Brändiriskit, or brand risks, are threats to the value, integrity, and reputation of a brand. They can arise from a company’s own actions, external events, or shifts in consumer expectations. The concept encompasses reputational risk as well as operational, regulatory, strategic, and digital risks that influence how a brand is perceived.

Common sources include product quality failures, ethical breaches, or corporate misconduct; negative media coverage or social media activity; intellectual property issues such as trademark infringement or counterfeit goods; regulatory penalties or non-compliance; supply chain disruptions; data breaches; and sustainability concerns that conflict with consumer values.

Assessment and management involve identifying vulnerable brand assets—name, logo, and brand promise—monitoring signals such as media sentiment, customer complaints, social trends, and regulatory developments, and preparing response plans. Protective actions include strong brand governance, trademark and IP protection, crisis communication protocols, transparent stakeholder engagement, supplier due diligence, and consistent brand messaging aligned with customer expectations.

Impact is seen in changes to reputational capital, customer loyalty, willingness to pay a premium, and market share, with potential financial consequences such as lower revenue or increased costs. An effective approach treats brand risk as an ongoing process: align operations with the brand promise, invest in risk-aware leadership and culture, and conduct regular risk assessments and scenario planning.