Defending the brand : aggressive strategies for protecting your brand in the online arena /
Murray, Brian H., 1968-
Defending the brand : aggressive strategies for protecting your brand in the online arena / Brian H. Murray. - xvi, 268 pages : illustrations ; 24 cm
Includes bibliographical references (pages 249-258) and index.
Digital Brand Abuse -- The Dark Side -- The Opportunities and Threats of Online Commentary -- Customer Diversion -- Online Partners and Distribution Issues -- Managing Partner Compliance -- Counterfeits and Gray Markets -- Defending Against Digital Piracy -- Trust -- The Costs of Compromised Privacy and Security -- Competitive Intelligence -- Using Online Competitive Intelligence to Outmaneuver Competitor Brands -- Taking Action -- How to Use Online Monitoring to Control Your Brand and Capture Revenue -- Constructing Your Plan of Attack -- Mobilizing the Forces -- Top-Level Domains -- Sample Affiliate Guidelines -- Sample Guidelines for Managing Partner Compliance -- Overview of Peer-to-Peer (P2P) Networks -- Sample RFP Scope of Work -- Sample Cease-and-Desist Letters. Sect. 1. Ch. 1. Ch. 2. Ch. 3. Sect. 2. Ch. 4. Ch. 5. Ch. 6. Sect. 3. Ch. 7. Sect. 4. Ch. 8. Sect. 5. Ch. 9. Ch. 10. Ch. 11. App. A. App. B. App. C. App. D. App. E. App. F.
"Defending the brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--BOOK JACKET.
0814407544 9780814407547
2003014924
Brand name products
Trademark infringement
Electronic commerce
Product management
HD69.B7 / M79 2004
658.827
Defending the brand : aggressive strategies for protecting your brand in the online arena / Brian H. Murray. - xvi, 268 pages : illustrations ; 24 cm
Includes bibliographical references (pages 249-258) and index.
Digital Brand Abuse -- The Dark Side -- The Opportunities and Threats of Online Commentary -- Customer Diversion -- Online Partners and Distribution Issues -- Managing Partner Compliance -- Counterfeits and Gray Markets -- Defending Against Digital Piracy -- Trust -- The Costs of Compromised Privacy and Security -- Competitive Intelligence -- Using Online Competitive Intelligence to Outmaneuver Competitor Brands -- Taking Action -- How to Use Online Monitoring to Control Your Brand and Capture Revenue -- Constructing Your Plan of Attack -- Mobilizing the Forces -- Top-Level Domains -- Sample Affiliate Guidelines -- Sample Guidelines for Managing Partner Compliance -- Overview of Peer-to-Peer (P2P) Networks -- Sample RFP Scope of Work -- Sample Cease-and-Desist Letters. Sect. 1. Ch. 1. Ch. 2. Ch. 3. Sect. 2. Ch. 4. Ch. 5. Ch. 6. Sect. 3. Ch. 7. Sect. 4. Ch. 8. Sect. 5. Ch. 9. Ch. 10. Ch. 11. App. A. App. B. App. C. App. D. App. E. App. F.
"Defending the brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--BOOK JACKET.
0814407544 9780814407547
2003014924
Brand name products
Trademark infringement
Electronic commerce
Product management
HD69.B7 / M79 2004
658.827