PurposeAlthough brand risk management (BRM) is widely acknowledged as critical concern of business leaders, there exists little empirical evidence regarding what activities firms could do to make their brand secured in the increasingly competitive market. Moreover, previous studies find out the important role of innovation stimulus in firm performance, but little attention is paid on how firm's innovation stimulates the firm's brand security. This study aims at exploring the impacts of BRM activities on brand security with the innovation stimulus as a moderator.Design/methodology/approachMixed method is applied in conducting this research. In the qualitative research, an interview with managers of 20 large-size foodstuff companies in Vietnam is conducted to obtain insights into their understanding BRM activities and brand security as well as the role of innovation stimulus in managing brand risk and developing measurements for new constructs. In the quantitative research, a sample of 258 respondents is collected for the tests of reliability and validity as well as all hypotheses using SPSS software.FindingsThe authors’ findings show that the level of implementation of BRM activities influences the brand security with the moderating effect of innovation stimulus. Specifically, four dimensions of BRM activities including: strategy, personnel, processes and investment have direct, positive and significant impact on brand security. Innovation stimulus including innovation in leadership and innovation in knowledge management could serve as a moderating variable.Originality/valueThe findings of the current study have contributed to BRM literature by highlighting the importance of the implementation of BRM activities and the key role of innovation stimulus in ensuring the brand security, on which previous studies have paid little attention. The study suggests some guidance for firms about how to improve the innovation stimulus in enhancing the effectiveness of BRM activities and, as a result, increasing the brand security of the firm.

4This 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. Index Terms4Brand, brand risk management, brand risk management activities, brand safety