By Christopher Hofman, Simeon Keates
The upward push of the net and social media particularly provide nice possibilities for model vendors to extend company and model reputation. whereas this has sincerely been of profit to model proprietors, who've noticeable a consequent upward thrust within the worth in their manufacturers, it concurrently makes these manufacturers extra appealing for exploitation or assault through others. model hazards can are available in many differing types and this ebook offers examples of ways those hazards can come up in addition to supplying quantitative estimates of the adversarial affects which may consequence from such risks.
Brand vendors must be conscious of the dangers and of the necessity to improve recommendations for choosing and coping with them. This publication information the method wherein a model proprietor can increase a model hazard administration method to guard a brand’s recognition and price. instead of prescribe a one-size-fits-all technique, the authors offer suggestions on how a model chance administration strategy may be adapted to specific wishes and circumstances.
This technique is underpinned by way of drawing on examples of top perform within the fields of probability administration, interplay layout and engineering layout. This mixed method is determined by constructing an knowing of the dangers confronted via a specific model proprietor, the complete context of these hazards and likewise the emblem owner’s functions for opting for and handling these risks.
This e-book includes many real-world examples and interviews with a couple of model possessing businesses starting from small businesses to massive multinationals.
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Extra resources for Countering Brandjacking in the Digital Age: … and Other Hidden Risks to Your Brand
Karl confirmed that he was the one who initially informed Marketing to register the principal brand name on the social networks as a social media username. They do not own the corresponding profiles on other networks such as Twitter and YouTube, though. Counterfeiting of their headsets does exist, however, Karl does not feel that it is a serious threat. They used to monitor eBay, however, the task was overwhelming. Their focus is now to stop predominantly Chinese counterfeit manufacturers more directly instead, through the use of detectives.
For example, a cybersquatting site can be taken down through legal means. A grey market importer can be ordered to comply with the brand requirements in that market, and so on. The important point here is to have known responses in place ready to use as soon as the threat is detected. Step 5—Learn and adapt brand defence It is imperative that, as organisations learn more about the nature of the brand threats that they face, they also learn to adapt and modify their brand defence strategies to minimise the risk posed by those threats.
When a brand’s value proposition centres around digital assets then digital piracy has to be considered a real threat and arguably even the principal threat to a brand’s value. Brand owners who suffer digital piracy are typically from industries such as music, film, software, information and literature. The International Federation of the Phonographic Industry (IFPI) claims that 34 % of all recorded music products sold worldwide in 2004 were pirated copies and that piracy costs the industry over US300 billion between 2008 and 2015 .