Defending the Brand Aggressive Strategies for Protecting Your Brand in the Online Arena 1st Edition by Brian H Murray ISBN 0814407544 978-0814407547 by Brian H. Murray 0814407544 instant download after payment.

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Product details:

ISBN 10: 0814407544 

ISBN 13: 978-0814407547

Author: Brian H. Murray 

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.

Table of contents:

1. Digital Brand Abuse

2. The Dark Side

3. The Opportunities and Threats of Online Commentary

4. Customer Diversion

5. Online Partners and Distribution Issues

6. Counterfeits and Gray Markets

7. Defending Against Digital Piracy

8. Trust

9. Competitive Intelligence

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Tags: Brian H Murray, Defending the Brand, Aggressive Strategies, Protecting, Brand, Online Arena