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.
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