An Introduction to Brand Risk

Abstract

In this introductory chapter, we explore the nature of brand risks and discuss the motivation behind the writing of this book. The rise of the internet and social media offer great opportunities for brand owners to increase business and brand recognition. However, they also offer opportunities for less scrupulous people to take advantage of those brands whether for personal gain, illicit purposes or simply out of malice. Brand owners need to be aware of such risks and of the need to develop strategies for identifying and managing them. This chapter provides examples where companies and celebrities have been targeted by cybersquatters. It further then provides a set of definitions through which an understanding of the risks can be developed. Finally, this chapter details the process by which a brand owner can develop a brand risk management process to protect a brand’s reputation and value. The development of that process is then explored in the rest of the book.