Are shocks to brands permanent or transient

In this study, we used panel data unit root tests to analyze the effects of unexpected shocks on the economic values of brands. Our analysis classified such effects into two categories: permanent or transient. If the effects are permanent, brands would have difficulties in getting rid of the negative impacts. In contrast, if shocks are transient, brands would recover over time. The results show that some sectors are more vulnerable than others when negative impact persists and does not diminish over time. Our results cast doubt over conventional thinking that all shocks affect brands in a uniform manner and can be generically remedied.