Defending the brand : aggressive strategies for protecting your brand in the online arena / Brian H. Murray.

Format:

Book

Author/Creator:

Murray, Brian H., 1968-

Contributor:

EBSCOhost.

Edward Giera and Kimberly Hirschman Fund.

Language:

English

Subjects (All):

Brand name products.

Internet domain names--Management.

Internet domain names.

Trademark infringement--Prevention.

Trademark infringement.

Electronic commerce.

Product management.

Management.

Physical Description:

1 online resource (xvi, 268 pages) : illustrations

polychrome

Place of Publication:

New York : American Management Association, ©2004.

System Details:

data file

Summary:

In the anonymous and often unpredictable world of the Internet, brand abuses such as product piracy, counterfeiting, deceit, and fraud threaten to divert or mislead customers and can cost your company millions of dollars annually in lost business, brand loyalty, and goodwill. Unless you know how to protect your brand from digital exploitation by criminals and unscrupulous competitors, your company's image and bottom line are at risk. Defending the Brand arms you with the knowledge to protect your company online, sharing best practices in Internet monitoring and helping you to preserve brand equity, protect the customer experience, and drive revenue. Filled with real-life examples from well-known companies like Disney, Nintendo, Home Depot, Mary Kay, and Toys "R" Us, the book contains all the tools and information you need to aggressively defend your organization.

The first and last word in online brand protection strategies, Defending the Brand is an accessible and invaluable guidebook to protecting your assets in the digital arena. In the realm of the Internet, those who would seek to unscrupulously hijack your company's brand and use it for their own purposes can easily alienate your customers, spoil the associations you've so carefully cultivated through your marketing efforts, and cost your organization millions of dollars in revenue. Left unchecked, these criminals and aggressive competitors will take full advantage of the Web's mobility and anonymity to evade all but the most savvy enforcement efforts. Ultimately, it's up to you to protect your company.

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. Using the proper strategies, your company will not only defend itself against online brand abuse but also outmaneuver the competition, win market share, and increase profitability. Entertainingly written with an eye toward realistic goals and plans of attack, Defending the Brand shows you how to turn online abuse into opportunities to successfully recapture lost revenue.

Contents:

Digital brand abuse

The dark side

Objectionable content

Pornography

Adult entertainment

Child pornography

Hate, violence, and extremism

Gambling

Parody

Defining "objectionable"

Who's at risk?

What to do

The business case

Boardroom summary

The opportunities and threats of online commentary

The rumor mill

Financial earnings

Early warning

Information security

Other security and liability threats

The world's largest focus group

Activism and "sucks" sites

Nobody is immune

Managing risk

Buried treasure

Customer diversion

Customer capture

Cybersquatting

Typo-piracy

Domain name administration

Arbitration

Search engine manipulation

Invisible seeding

Visible seeding

Spoofing

Paid placement

Managing seeding and spoofing issues

Software utility generated advertisements

Mislabeled links

Unsolicited e-mail

Keeping the customer

Bringing the customer back

Scope of the problem

The future

Online partners and distribution issues

A managing partner compliance

The customer experience

Changing dynamics

Online partners

Affiliates

Suppliers

Distributors

Third parties

Monitoring partners

Step 1: Prioritization

Step 2: Brand management

Step 3: Enforcement

Counterfeits and gray markets

Gray markets

Combating gray market activity

Counterfeiting

Copier supplies

Pharmaceuticals

Online monitoring

Criteria that may signal a suspect distributor

Testing authenticity

Defending against digital piracy

Music

Sales leads

Video

Cease and desist

Customer convenience

Copy protection and digital rights management

Software

Text and images

E-books

The Stephen King experiment

News services

Market data

Trust

The costs of compromised privacy and security

Information collection technologies

Cookies

Web beacons

Customer information transmission

Customer information storage

Fraud

Managing privacy and security

Competitive intelligence

Using online competitive intelligence to outmaneuver competitor brands

The internet as a competitive intelligence source

Brand presence

Brand reach

Competitor brand abuse

Competitor absence

Linking relationships

Partnerships

Recruiting competitor partners

Online commentary

Collecting the data

Counterintelligence

Actionable information

Boardroom summary.

Notes:

Includes bibliographical references and index.

Electronic reproduction. Ipswich, MA Available via World Wide Web.

Print version record.

Local Notes:

Acquired for the Penn Libraries with assistance from the Edward Giera and Kimberly Hirschman Fund.

Other Format:

Print version: Murray, Brian H., 1968- Defending the brand.

ISBN:

0814427537

9780814427538

9780814407547

0814407544

Publisher Number:

99973169316

Access Restriction:

Restricted for use by site license.