000			03406nam a22004935i 4500
001			978-1-4471-5580-5
003			DE-He213
005			20200421112226.0
007			cr nn 008mamaa
008			131125s2013 xxk| s |||| 0|eng d
020			_a9781447155805 _9978-1-4471-5580-5
024	7		_a10.1007/978-1-4471-5580-5 _2doi
050		4	_aQA75.5-76.95
072		7	_aUBL _2bicssc
072		7	_aLAW099000 _2bisacsh
082	0	4	_a343.0999 _223
100	1		_aHofman, Christopher. _eauthor.
245	1	0	_aCountering Brandjacking in the Digital Age _h[electronic resource] : _b... and Other Hidden Risks to Your Brand / _cby Christopher Hofman, Simeon Keates.
264		1	_aLondon : _bSpringer London : _bImprint: Springer, _c2013.
300			_aVIII, 87 p. 18 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aSpringerBriefs in Computer Science, _x2191-5768
505	0		_aAn 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.
520			_aThe 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.
650		0	_aComputer science.
650		0	_aComputers.
650		0	_aLaw and legislation.
650		0	_aE-commerce.
650	1	4	_aComputer Science.
650	2	4	_aLegal Aspects of Computing.
650	2	4	_ae-Commerce/e-business.
700	1		_aKeates, Simeon. _eauthor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9781447155799
830		0	_aSpringerBriefs in Computer Science, _x2191-5768
856	4	0	_uhttp://dx.doi.org/10.1007/978-1-4471-5580-5
912			_aZDB-2-SCS
942			_cEBK
999			_c57660 _d57660