By Christopher Hofman,Simeon Keates
The upward thrust of the web and social media specifically supply nice possibilities for model vendors to extend enterprise and model popularity. whereas this has basically been of gain to model proprietors, who've obvious a consequent upward push within the worth in their manufacturers, it concurrently makes these manufacturers extra beautiful for exploitation or assault by means of others. model hazards can are available many differing kinds and this publication offers examples of the way those dangers can come up in addition to supplying quantitative estimates of the antagonistic affects that may outcome from such risks.
Brand vendors have to be conscious of the dangers and of the necessity to increase techniques for settling on and handling them. This ebook information the method through which a model proprietor can advance a model danger administration technique to guard a brand’s attractiveness and cost. instead of prescribe a one-size-fits-all strategy, the authors offer counsel on how a model threat administration method may be adapted to specific wishes and circumstances.
This technique is underpinned by means of drawing on examples of top perform within the fields of threat administration, interplay layout and engineering layout. This mixed technique will depend on constructing an realizing of the hazards confronted through a specific model proprietor, the entire context of these hazards and likewise the logo owner’s functions for deciding on and coping with these risks.
This ebook comprises many real-world examples and interviews with a few model possessing corporations starting from small businesses to giant multinationals.
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Countering Brandjacking in the Digital Age: … and Other Hidden Risks to Your Brand (SpringerBriefs in Computer Science) by Christopher Hofman,Simeon Keates