Countering Brandjacking in the Digital Age: … and Other Hidden Risks to Your Brand by Christopher Hofman, Simeon Keates
English | PDF | 2013 | 91 Pages | ISBN : 1447155793 | 1.9 MB
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.