INTEGRATION OF BRAND VULNERABILITY SCENARIOS PLANNING INTO BRAND MANAGEMENT PROCESS
Keywords:uncertainty, vulnerability, brand management, scenarios
Modern brands function in the markets distinguishing in uncertainty. In the context of uncertainty organizations face difficulties in making strategic and tactical decisions because it is impossible to forecast future tendencies. Organizations’ decisions, external environment factors and competitors’ actions determine brand vulnerability. Brand vulnerability is the premise for the formation of brand risk. In the context of the later trends problematic question arises for academics and practitioners: how to manage the brand so that the brand vulnerability would be decreased to the minimum?
Considering the fact that scientific literature does not give the answer to this question, the aim of the paper is to integrate the planning process of the brand vulnerability scenario into the brand management process. In order to do the mentioned, the following objectives of the paper are set: to present the concept and the planning process of the brand scenarios, to discuss the opportunities of integration of the brand scenario planning process into the brand management process.