Buch, Englisch, 87 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 1591 g
¿ and Other Hidden Risks to Your Brand
Buch, Englisch, 87 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 1591 g
Reihe: SpringerBriefs in Computer Science
ISBN: 978-1-4471-5579-9
Verlag: Springer
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.
Zielgruppe
Research
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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.