Brand Equity Risk: Challenges in the Digital Marketing Era

Brand equity, a significant component of enterprise value, is increasingly volatile and at-risk in a digital world. Members of The Conference Board® and other organizations participated in a study conducted by research consultants The Knowledge Agency® to determine (1) the impact of digital and social marketing on risks to brand equity, and (2) the ways organizations are addressing such risks. We tested eight types of brand equity risk for their estimated probability of occurring and their estimated impact. Among the findings: there’s significant variability among leading companies in how this enterprise risk is being managed. We attribute this to the relatively recent and significant increase in high-impact adverse brand events.