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Countering Brandjacking in the Digital AgeDesigning a Brand Risk Management Process

Countering Brandjacking in the Digital Age: Designing a Brand Risk Management Process [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 nature of brand risks. Consequently, this chapter focuses on the process by which a brand owning organisation can develop its own custom brand risk management process. Rather than developing the process from traditional brand risk and business theory, a new approach was taken, that of applying the principles of engineering design and interaction design to make a more user-friendly solution. 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. Gaining this understanding is facilitated by mapping the risks and the available skills and then synthesising these into tools for designing a new process. An example of how this may be accomplished is the use of personas within defined context scenarios to tell particular brand risk stories. Using those stories, a more complete brand risk management process can be developed.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Countering Brandjacking in the Digital AgeDesigning a Brand Risk Management Process

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Publisher
Springer London
Copyright
© The Author(s) 2013
ISBN
978-1-4471-5579-9
Pages
63 –78
DOI
10.1007/978-1-4471-5580-5_4
Publisher site
See Chapter on Publisher Site

Abstract

[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 nature of brand risks. Consequently, this chapter focuses on the process by which a brand owning organisation can develop its own custom brand risk management process. Rather than developing the process from traditional brand risk and business theory, a new approach was taken, that of applying the principles of engineering design and interaction design to make a more user-friendly solution. 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. Gaining this understanding is facilitated by mapping the risks and the available skills and then synthesising these into tools for designing a new process. An example of how this may be accomplished is the use of personas within defined context scenarios to tell particular brand risk stories. Using those stories, a more complete brand risk management process can be developed.]

Published: Nov 26, 2013

Keywords: Interaction design; Context scenarios; Personas; Awareness; Identification; Assessment; Assignment; Action

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