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Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

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"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 ...

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Overview

"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."

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Editorial Reviews

From the Publisher

Journal of Product and Brand Management: "This is a fascinating look at all the tactics competitors use to exploit or steal your business. All who use the internet , especially those who market on the internet, should read this book."

e-commerce-guide.com
Defending the Brand is an extremely useful book that should be on the shelf of every small business owner interested in online brand marketing.
From The Critics
...the book provides a roadmap of the risks that loom on theInternet and many of the steps that companies can take in order to maintain and strengthen brand equity in the face of unscrupulous competitors and bootstrappers. For trademark practitioners, the book provides insight into the concerns of their clients and the areas in which legal counsel may be required.
The Trademark Reporter
Library Journal
Murray draws on his experience as vice-president of client services at Cyberveillance, Inc., with the aim of providing "an inside view of the unique issues that companies face regarding brand abuse and piracy in the digital age." At Cyberveillance, he led a team of professionals that worked aggressively to defend brands and digital assets for major companies internationally. Murray's practical and informative book discusses such dishonest and aggressive tactics as sending e-mail that appears to come from elsewhere, parodying a company logo or product, propagating false rumors online, and hacking and spamming. He also recommends strategies for dealing with them, which include seeking legal recourse, using online monitoring, using online competitive intelligence to outmaneuver competitor brands, and increasing the security of online transactions. Case studies are provided throughout, and even more helpful are an extensive bibliography, sample cease-and-desist letters, and a glossary. Recommended as useful reading for undergraduate and graduate marketing classes.-Lucy Heckman, St. Johns Univ. Lib., Jamaica, NY Copyright 2003 Reed Business Information.
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Product Details

  • ISBN-13: 9780814407547
  • Publisher: AMACOM
  • Publication date: 3/9/2003
  • Pages: 272
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Brian H. Murray (Arlington, VA) is vice president of client services at Cyveillance, whose clients include nineteen of the Fortune 50. He is one of the world’s leading experts on brand and digital asset protection.

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Table of Contents

"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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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted December 31, 2003

    This book is awesome

    This is a business book that you need to read. It is full of surprises! I learned about all of the things that are happening on the Internet that affect my business. Honestly, I didn't know half this stuff was going on. But using the advice in the book I was able to find lots of things going on online that are costing my business real money. I'm using some of the suggestions and processes in the book to take care of the issues. The book will pay for itself about 1,000X over.

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