© 2013

Countering Brandjacking in the Digital Age

… and Other Hidden Risks to Your Brand

  • Presents an overview of brand risks, with a particular focus on those arising from the Internet and social media, such as cybersquatting, domain name infringements and counterfeiting

  • Describes an approach to creating a brand risk management process tailored to the particular needs of brand owners

  • Presents numerous examples of real-world brand risks


Part of the SpringerBriefs in Computer Science book series (BRIEFSCOMPUTER)

Table of contents

  1. Front Matter
    Pages i-viii
  2. Christopher Hofman, Simeon Keates
    Pages 1-7
  3. Christopher Hofman, Simeon Keates
    Pages 9-35
  4. Christopher Hofman, Simeon Keates
    Pages 37-61
  5. Christopher Hofman, Simeon Keates
    Pages 63-78
  6. Christopher Hofman, Simeon Keates
    Pages 79-84
  7. Back Matter
    Pages 85-87

About this book


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.

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.


Brand Risk Brand Value Context Scenarios Cybersquatting Domain Names Interaction Design Managing Brand Risk Personas Risk Model

Authors and affiliations

  1. 1.European Domain CentreFrederiksberg CDenmark
  2. 2.School of Engineering, Medway Campus, Pembroke BuildingUniversity of GreenwichKentUnited Kingdom

About the authors

Christopher Hofman Laursen

Christopher has helped companies managing their domain name portfolios since 2003. He has an extensive knowledge in online brand protection and stays close to what is happening regarding new top level domains, changes to regulations and brand protection on social media. He recently published the book Countering brandjacking in the digital age at Springer together with co-author Simeon Keates.

Christopher has an International Master in Management from EAP-ESCP and a Master in Interaction Design from the IT University in Copenhagen.

You can contact Christopher at

Bibliographic information

  • Book Title Countering Brandjacking in the Digital Age
  • Book Subtitle … and Other Hidden Risks to Your Brand
  • Authors Christopher Hofman
    Simeon Keates
  • Series Title SpringerBriefs in Computer Science
  • Series Abbreviated Title SpringerBriefs Computer Sci.
  • DOI
  • Copyright Information The Author(s) 2013
  • Publisher Name Springer, London
  • eBook Packages Computer Science Computer Science (R0)
  • Softcover ISBN 978-1-4471-5579-9
  • eBook ISBN 978-1-4471-5580-5
  • Series ISSN 2191-5768
  • Series E-ISSN 2191-5776
  • Edition Number 1
  • Number of Pages VIII, 87
  • Number of Illustrations 18 b/w illustrations, 0 illustrations in colour
  • Topics Legal Aspects of Computing
  • Buy this book on publisher's site