The factors influencing the financial market are rapidly becoming more complex. The impact of non-financial factors on the performance of a company’s common stock can increase in ways that were not previously expected. This study investigated how brand capital affects the risk of stock prices in Iraqi private banks listed on the Iraq Stock Exchange failing by identifying the likelihood of a crash caused by a negative deviation in the distribution of returns on ordinary shares. As a result, the current study’s concept is to review an analytical knowledge framework of the nature of that relationship, its changes, and its impact on the pricing of ordinary shares of the banks of the researched sector for the years 2009 to 2017, as well as by the 21 banks listed during that time and by the 588 observations using the expanded market model to determine quarterly changes in stock prices. In addition to testing the negative coefficient of skewness and the down-to-up volatility models to test the contribution of brand capital in reducing the risk of stock collapse, The test results showed that brand capital is closely related to the significant and adverse risks of a stock crash. Additionally, the first’s impact is inverse, as its content highlights the role that the research sample banks’ brand capital played in lowering the dangers of stock price crashes.
