Improving brand safety through brand risk management activities: a case study of F&B enterprises in Vietnam

This research aims to evaluate the impact of brand risk management activities on the brand safety of enterprises in the food \& beverage manufacturing and processing industry in Vietnam. The research data was collected from random questionnaires with 401 respondents from 72 enterprises (both large and SME enterprises) in the food \& beverage manufacturing and processing industry in Vietnam. Research results indicate that all four factors of brand risk management activities including strategy, processes, personnel, and investment have impacts on the brand safety of enterprises in the food \& beverage manufacturing and processing industry in Vietnam. The result confirms important roles in promoting brand risk management activities to help the brand has stable and sustainable development.