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Title: Improving brand security through good brand risk management

Authors: Hai-Yen Thi Bui

Addresses: Hanoi School of Business and Management, Vietnam National University, Hanoi, Vietnam

Abstract: This study aims to evaluate the impact of good brand risk management (BRM) on the brand security of enterprises in the food and beverages (F&B) manufacturing and processing industry in Vietnam. Through surveys conducted among enterprises nationwide within the industry, the study collected 401 random questionnaires covering all 06 product sectors. The study results indicated that good BRM positively impacted all three factors of brand security, including brand safety, brand stability (BST), and the brand of enterprises in the F&B manufacturing and processing industry in Vietnam. The study's findings provided theoretical and managerial implications to increase brand security by improving BRM activities in F&B enterprises.

Keywords: brand; brand security; BRM; brand risk management; risk management; brand management.

DOI: 10.1504/IJTGM.2024.138977

International Journal of Trade and Global Markets, 2024 Vol.19 No.5, pp.1 - 20

Received: 11 Apr 2023
Accepted: 04 Jan 2024
Published online: 05 Jun 2024 *