SpringerBriefs in Computer Science

Countering Brandjacking in the Digital Age

… and Other Hidden Risks to Your Brand

Authors: Hofman, Christopher, Keates, Simeon

  • Presents an overview of brand risks, with a particular focus on those arising from the Internet and social media, such as cybersquatting, domain name infringements and counterfeiting
  • Describes an approach to creating a brand risk management process tailored to the particular needs of brand owners
  • Presents numerous examples of real-world brand risks
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Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-1-4471-5580-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $54.99
price for USA
  • ISBN 978-1-4471-5579-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Christopher Hofman Laursen

Christopher has helped companies managing their domain name portfolios since 2003. He has an extensive knowledge in online brand protection and stays close to what is happening regarding new top level domains, changes to regulations and brand protection on social media. He recently published the book Countering brandjacking in the digital age at Springer together with co-author Simeon Keates.

Christopher has an International Master in Management from EAP-ESCP and a Master in Interaction Design from the IT University in Copenhagen.

You can contact Christopher at christopher@europeandomaincentre.com.

http://www.europeandomaincentre.com/pages/about-us/management

Table of contents (5 chapters)

  • An Introduction to Brand Risk

    Hofman, Christopher (et al.)

    Pages 1-7

  • An Overview of Branding and its Associated Risks

    Hofman, Christopher (et al.)

    Pages 9-35

  • Brand Risk Management Theory

    Hofman, Christopher (et al.)

    Pages 37-61

  • Designing a Brand Risk Management Process

    Hofman, Christopher (et al.)

    Pages 63-78

  • Brand Risks in Cyberspace

    Hofman, Christopher (et al.)

    Pages 79-84

Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-1-4471-5580-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $54.99
price for USA
  • ISBN 978-1-4471-5579-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Countering Brandjacking in the Digital Age
Book Subtitle
… and Other Hidden Risks to Your Brand
Authors
Series Title
SpringerBriefs in Computer Science
Copyright
2013
Publisher
Springer-Verlag London
Copyright Holder
The Author(s)
eBook ISBN
978-1-4471-5580-5
DOI
10.1007/978-1-4471-5580-5
Softcover ISBN
978-1-4471-5579-9
Series ISSN
2191-5768
Edition Number
1
Number of Pages
VIII, 87
Number of Illustrations and Tables
18 b/w illustrations
Topics