Defending the brand : aggressive strategies for protecting your brand in the online arena /

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"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Murray, Brian H., 1968-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : American Management Association, ©2004.
Temas:
Brand name products.
Internet domain names > Management.
Trademark infringement > Prevention.
Trademark infringement.
Electronic commerce.
Product management.
Produits de marque.
Marques de commerce > Contrefaçon.
Commerce électronique.
Produits commerciaux > Gestion.
BUSINESS & ECONOMICS > Advertising & Promotion.
Andre fag (naturvidenskab og teknik) > Andre fag
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • The business case
  • Boardroom summary
  • 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
  • The business case
  • Boardroom summary
  • 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
  • The business case
  • Boardroom summary
  • 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
  • The business case
  • Boardroom summary
  • 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
  • The business case
  • Boardroom summary
  • Trust
  • The costs of compromised privacy and security
  • Information collection technologies
  • Cookies
  • Web beacons
  • Information security
  • Customer information transmission
  • Customer information storage
  • Fraud
  • Managing privacy and security
  • The business case
  • Boardroom summary
  • 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
  • The business case
  • Boardroom summary.

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