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An Introduction to Brand Risk Read chapter Read first chapter

2013 | OriginalPaper | Chapter

2. An Overview of Branding and its Associated Risks

Authors : Christopher Hofman, Simeon Keates

Published in: Countering Brandjacking in the Digital Age

Publisher: Springer London

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Abstract

This chapter examines what a brand is and how much a brand is worth for a company. A definition of what makes a brand is provided, along with examples of how brand value can be increased. The value of brands has increased substantially with the rise of mass media and globalisation. 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 by others. Brand risks can come in many different types and this chapter presents 15 such types of risk. It provides examples of how these risks can arise and provides quantitative estimates of the adverse impacts that can result from such risks.

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previous chapter An Introduction to Brand Risk
next chapter Brand Risk Management Theory
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Metadata
Title
An Overview of Branding and its Associated Risks
Authors
Christopher Hofman
Simeon Keates
Copyright Year
2013
Publisher
Springer London
Book
Countering Brandjacking in the Digital Age

Print ISBN: 978-1-4471-5579-9

Electronic ISBN: 978-1-4471-5580-5

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-1-4471-5580-5_2

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