000 03346nam a22003855i 4500
001 286838
003 MX-SnUAN
005 20160429154519.0
007 cr nn 008mamaa
008 150903s2013 xxk| o |||| 0|eng d
020 _a9781447155805
_99781447155805
024 7 _a10.1007/9781447155805
_2doi
035 _avtls000340138
039 9 _a201509030313
_bVLOAD
_c201404300411
_dVLOAD
_y201402061018
_zstaff
040 _aMX-SnUAN
_bspa
_cMX-SnUAN
_erda
050 4 _aQA75.5-76.95
100 1 _aHofman, Christopher.
_eautor
_9315743
245 1 0 _aCountering Brandjacking in the Digital Age :
_b… and Other Hidden Risks to Your Brand /
_cby Christopher Hofman, Simeon Keates.
264 1 _aLondon :
_bSpringer London :
_bImprint: Springer,
_c2013.
300 _aviii, 87 páginas 18 ilustraciones
_brecurso en línea.
336 _atexto
_btxt
_2rdacontent
337 _acomputadora
_bc
_2rdamedia
338 _arecurso en línea
_bcr
_2rdacarrier
347 _aarchivo de texto
_bPDF
_2rda
490 0 _aSpringerBriefs in Computer Science,
_x2191-5768
500 _aSpringer eBooks
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.
590 _aPara consulta fuera de la UANL se requiere clave de acceso remoto.
700 1 _aKeates, Simeon.
_eautor
_9315744
710 2 _aSpringerLink (Servicio en línea)
_9299170
776 0 8 _iEdición impresa:
_z9781447155799
856 4 0 _uhttp://remoto.dgb.uanl.mx/login?url=http://dx.doi.org/10.1007/978-1-4471-5580-5
_zConectar a Springer E-Books (Para consulta externa se requiere previa autentificación en Biblioteca Digital UANL)
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999 _c286838
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