Countering Brandjacking in the Digital Age … and Other Hidden Risks to Your Brand
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 mo...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London
Springer London
2013, 2013
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| Edition: | 1st ed. 2013 |
| Series: | SpringerBriefs in Computer Science
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
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