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Countering Brandjacking in the Digital Age

Part of the SpringerBriefs in Computer Science Book Series

DOI: 10.1007/978-1-4471-5580-5

ISBN: 978-1-4471-5579-9

Publisher: Springer London - Springer Journals

Nov 26, 2013

Available

An Introduction to Brand Risk

Hofman, Christopher; Keates, Simeon

Pages: 1 –7

[In this introductory chapter, we explore the nature of brand risks and discuss the motivation behind the writing of this book. The rise of the internet and social media offer great opportunities for brand owners to increase business and brand recognition. However, they also offer opportunities...
Available

An Overview of Branding and its Associated Risks

Hofman, Christopher; Keates, Simeon

Pages: 9 –35

[This chapter examines what a brand is and how much a brand is worth for a company. A definition of what makes a brand is provided, along with examples of how brand value can be increased. The value of brands has increased substantially with the rise of mass media and globalisation. While this...
Available

Brand Risk Management Theory

Hofman, Christopher; Keates, Simeon

Pages: 37 –61

[This chapter introduces a number of approaches to quantifying and communicating the nature of brand risks through, for example, the use of models and risk maps. Furthermore, it discusses a number of generic brand defence strategies that can be employed. This chapter then provides a description...
Available

Designing a Brand Risk Management Process

Hofman, Christopher; Keates, Simeon

Pages: 63 –78

[Having looked at the nature of brand risk and the levels of awareness and ability to manage risk of a range of brand owners, it is clear that a new approach to brand risk management is required. It is unlikely that a one-size-fits-all approach is likely to work given the scale and variety of the...
Available

Brand Risks in Cyberspace

Hofman, Christopher; Keates, Simeon

Pages: 79 –84

[One of the difficulties in writing a book like this is knowing when to stop writing. Through the course of writing this one, we have been paying attention to the stream of stories in mainstream media arising from brandjacking, cybersquatting and an assorted collection of other dubious or suspect...

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