Defending the Brand

Aggressive Strategies for Protecting Your Brand in the Online Arena

Brian H. Murray

268 pages, parution le 07/01/2004

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Indisponible

Résumé

The best brands attract the most (unwanted) attention.

Leading brands and the intellectual property of successful organizations are increasingly falling victim to hostile tactics from unscrupulous businesses. Unwanted brand associations, product piracy, and other forms of online brand abuse threaten to alienate consumers and undermine the success of companies in every industry.

Defending the Brand introduces strategies being used by companies around the world to fight back and regain control, preserving brand equity and rescuing potentially lost revenue. From marketing and sales initiatives that discourage abuse to how to collect intelligence on possible wrongdoers, this timely book is as valuable as it is fascinating.

Punctuated with eye-opening stories from real companies like Home Depot, Disney, the Red Cross, Nintendo, and the Associated Press, Defending the Brand is a call to action for companies unwilling to compromise the power of their brands and the success of their products.

L'auteur - Brian H. Murray

(Arlington, VA) is vice president of client services at Cyveillance, whose clients include nineteen of the Fortune 50. He is one of the worlds leading experts on brand and digital asset protection. Visit the authors site at www.defendingthebrand.com

Sommaire

Introduction
Part 1 Digital Brand Abuse
- The Dark Side
- Online Commentary
- Customer Diversion
Part 2 Online Partners and Distribution Issues
- Partner Compliance
- Counterfeits and Gray Markets
- Piracy
Part 3 Trust
- Privacy and Security
Part 4 Competitive Intelligence
- Competitor Brands
Part 5 Taking Action
- Online Monitoring
- Plan of Attack
- Mobilizing the Forces
- Glossary
- Appendixes

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Amacom
Auteur(s)	Brian H. Murray
Parution	07/01/2004
Nb. de pages	268
Format	16 x 23,5
Couverture	Relié
Poids	560g
Intérieur	Noir et Blanc
EAN13	9780814407547
ISBN13	978-0-814-40754-7