By Christopher Hofman,Simeon Keates
The upward thrust of the net and social media specifically supply nice possibilities for model proprietors to extend company and model reputation. whereas this has truly been of gain to model proprietors, who've noticeable a consequent upward push within the price in their manufacturers, it at the same time makes these manufacturers extra beautiful for exploitation or assault by way of others. model dangers can are available in many differing types and this booklet offers examples of the way those dangers can come up in addition to offering quantitative estimates of the opposed affects that may consequence from such risks.
Brand proprietors must be conscious of the hazards and of the necessity to advance ideas for choosing and handling them. This booklet info the method wherein a model proprietor can increase a model danger administration approach to guard a brand’s popularity and price. instead of prescribe a one-size-fits-all technique, the authors offer suggestions on how a model chance administration method might be adapted to specific wishes and circumstances.
This procedure is underpinned via drawing on examples of top perform within the fields of chance administration, interplay layout and engineering layout. This mixed procedure depends on constructing an figuring out of the dangers confronted by means of a specific model proprietor, the complete context of these hazards and in addition the emblem owner’s functions for picking and coping with these risks.
This e-book includes many real-world examples and interviews with a couple of model possessing businesses starting from small businesses to massive 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