rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Countering Brandjacking in the Digital Age
    sub title: … and Other Hidden Risks to Your Brand
  name:
    name part: Hofman, Christopher.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Keates, Simeon.
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: xxk
    date issued: 2013
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: VIII, 87 p. 18 illus. online resource.
  abstract: The rise of the Internet and social media in particular offer great opportunities for brand owners to increase business and brand recognition. 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 or attack by others. Brand risks can come in many different types and this book provides examples of how these risks can arise as well as providing quantitative estimates of the adverse impacts that can result from such risks. Brand owners need to be aware of the risks and of the need to develop strategies for identifying and managing them. This book details the process by which a brand owner can develop a brand risk management process to protect a brand’s reputation and value. Rather than prescribe a one-size-fits-all approach, the authors provide guidance on how a brand risk management process can be tailored to particular needs and circumstances. This approach is underpinned by drawing on examples of best practice in the fields of risk management, interaction design and engineering design. 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. This book contains many real-world examples and interviews with a number of brand owning organisations ranging from small companies to large multinationals.
  table of contents: An Introduction to Brand Risk -- An Overview of Branding and its Associates Risks -- Brand Risk Management Theory -- Designing a Brand Risk Management Process -- Brand Risk in Cyberspace -- Appendix: Norwegian Air Shuttle Calculation.
  note: by Christopher Hofman, Simeon Keates.
  subject:
    topic: Computer science
  subject:
    topic: Computers
  subject:
    topic: Law and legislation
  subject:
    topic: E-commerce
  subject:
    topic: Computer Science
  subject:
    topic: Legal Aspects of Computing
  subject:
    topic: e-Commerce/e-business
  classification: QA75.5-76.95
  classification: 343.0999
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: SpringerBriefs in Computer Science
  identifier: 9781447155805
  identifier: http://dx.doi.org/10.1007/978-1-4471-5580-5
  record info:
    record creation date: 131125
    record change date: 20151204175827.0
    record identifier: 978-1-4471-5580-5