Foresight of Brand Vulnerability: The Case of the Lithuanian Market of Cosmetic Products

This article covers the following problematic issue: how to predict uncertainties modelling the brand vulnerability? In order to solve the problematic issue a method of brand vulnerability prediction is substantiated theoretically also the empirical methods assisting in implementing them are identified. After carrying out the empirical method based on the Lithuanian market of mass cosmetic products uncertainties modelling brand vulnerability in the mentioned market for the year of 2020 are identified