Defending the brand : aggressive strategies for protecting your brand in the online arena
著者
書誌事項
Defending the brand : aggressive strategies for protecting your brand in the online arena
AMACOM, c2004
大学図書館所蔵 件 / 全9件
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
"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."
目次
"Acknowledgments Introduction Part 1 Digital Brand Abuse 1. The Dark Side 2. Online Commentary 3. Customer Diversion Part 2 Online Partners and Distribution Issues 4. Partner Compliance 5. Counterfeits and Gray Markets 6. Piracy Part 3 Trust 7. Privacy and Security Part 4 Competitive Intelligence 8. Competitor Brands Part 5 Taking Action 9. Online Monitoring 10. Plan of Attack 11. Mobilizing the Forces Glossary Appendixes"
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