eBook Countering Brandjacking in the Digital Age, 1st Edition

  • Published By:
  • ISBN-10: 1447155807
  • ISBN-13: 9781447155805
  • DDC: 343.0999
  • Grade Level Range: College Freshman - College Senior
  • 87 Pages | eBook
  • Original Copyright 2013 | Published/Released March 2014
  • This publication's content originally published in print form: 2013
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The rise of the Internet and social media in particular offer great opportunities for brand owners to increase business and brand recognition. While this has clearly been of benefit to brand owners, who have seen a consequent rise in the value of their brands, it simultaneously makes those brands more attractive for exploitation or attack by others. Brand risks can come in many different types and this book provides examples of how these risks can arise as well as providing quantitative estimates of the adverse impacts that can result from such risks.Brand owners need to be aware of the risks and of the need to develop strategies for identifying and managing them. This book details the process by which a brand owner can develop a brand risk management process to protect a brand’s reputation and value. Rather than prescribe a one-size-fits-all approach, the authors provide guidance on how a brand risk management process can be tailored to particular needs and circumstances.This approach is underpinned by drawing on examples of best practice in the fields of risk management, interaction design and engineering design. This combined approach relies on developing an understanding of the risks faced by a particular brand owner, the full context of those risks and also the brand owner’s capabilities for identifying and managing those risks.This book contains many real-world examples and interviews with a number of brand owning organisations ranging from small companies to large multinationals.

Table of Contents

Front Cover.
Other Frontmatter.
Title Page.
Copyright Page.
1: An Introduction to Brand Risk.
2: An Overview of Branding and Its Associated Risks.
3: Brand Risk Management Theory.
4: Designing a Brand Risk Management Process.
5: Brand Risks in Cyberspace.
Norwegian Air Shuttle Calculation.