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Countering Brandjacking in the Digital AgeAn Overview of Branding and its Associated Risks

Countering Brandjacking in the Digital Age: An Overview of Branding and its Associated Risks [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 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 by others. Brand risks can come in many different types and this chapter presents 15 such types of risk. It provides examples of how these risks can arise and provides quantitative estimates of the adverse impacts that can result from such risks.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Countering Brandjacking in the Digital AgeAn Overview of Branding and its Associated Risks

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Publisher
Springer London
Copyright
© The Author(s) 2013
ISBN
978-1-4471-5579-9
Pages
9 –35
DOI
10.1007/978-1-4471-5580-5_2
Publisher site
See Chapter on Publisher Site

Abstract

[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 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 by others. Brand risks can come in many different types and this chapter presents 15 such types of risk. It provides examples of how these risks can arise and provides quantitative estimates of the adverse impacts that can result from such risks.]

Published: Nov 26, 2013

Keywords: Brand; Trademark; Domain name; Brand risk; Brand value; Types of risk; Internet; Social media; Search engine

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