Global Brand Integrity Management Book

Foreword     ix
Preface     xiii
Acknowledgments     xv
Introduction     1
Rethinking the Business Model with Brand Integrity: An Organizing Concept     9
Global Threats: Who's Interested in Your Brand?     11
Brand Integrity     13
Information Protection     15
What's the Problem?     22
How Do We Fix It?     24
What Questions Should You Ask about Brand Integrity?     27
Brand Integrity Is More Than Legal Protection     29
Organizing the Business     29
Value of Brand Integrity     32
Legal Controls for Brand Integrity     33
How Much Does Brand Integrity Cost?     42
Best Practices     43
Dashboard Questions     43
If a Product Is Valuable, Somebody Will Try to Take Your Profits     45
Key Concepts for the Implementation of Law No. 2     45
A New Way of Thinking Is Required     47
Know Your Enemy     51
How Are You Organized?     54
Benefits to Your Company     56
Link between Strategy and Brand Integrity     57
Coordinate with Business Strategy across Functional Lines     58
Benefits to Specific Management     60
Confidence in Products     62
Preventing Diversion of Licensed Technology     66
Authenticity     67
Uncontrolled Counterfeiting     72
Patent and Trade Secret Protection     73
Gray Market Products and Product Diversion     76
Shareholder Value     81
Best Practices     83
Dashboard Questions     83
If You Do Not Protect Your Products, Nobody Will Do It for You     85
Types of Product Problems     85
Why a Product Protection Program?     87
Research and Development Operations     89
Product Protection Environment     90
Building a Product Protection Program     90
Global Brand Integrity Programs     98
Research and Development     99
Manufacturing     106
Controlling Product Problems     113
Best Practices to Lower Risks     116
Best Practices to Prevent Manufacturing-Related Problems     117
Dashboard Questions     118
If You Wait until Your Products Are Attacked, You Will Lose     119
How to Know If You Are Being Attacked     120
Supply Chain Components      122
Restricted Shipments     125
Checking the Deal     126
Marketplace     129
Understand Your Supply Chain     133
Application of the Due Diligence Process     136
Best Practices to Prevent Distribution-Related Problems     142
Dashboard Questions     143
Protect Your Products, and the Bad Guys Will Attack Your Competition     145
How to Stop Attacks     147
Get Ahead of the Risk     151
Stages in Company Program Development     157
How to Proceed     159
Best Practices     162
Dashboard Questions     162
Your Own Products Are Often Your Largest Competitors for Profits     163
Do You Know the Risk?     164
Gray Market Problems     165
Differential Pricing     166
Differential Pricing-a Fact of Business     176
C.O.P.E.     180
Best Practices     183
Dashboard Questions     184
Continually Monitor the Marketplace to Lower Risks and Increase Profits     185
Know Your Markets     186
Get Solid Marketplace Data     188
Industry Group Initiatives     191
Internal Staff Positions     193
Why Is It Necessary to Vet Companies?     204
Why Is End-User Verification Necessary?     204
Suspected Violations     205
Best Practices for Product Channel Integrity Verification     207
Dashboard Questions     211
Brand Integrity as a Basic Management Tool     213
Managing the BI Process     213
Implementing Brand Integrity     216
Strategic Use of Brand Integrity     217
Suggested BI Responsibilities and Activities     218
Strategic Planning and Program Development     221
Protecting Products in the Marketplace     224
Product-Launch Readiness     232
Corporate and Sector Policies     234
Working Relationship     234
Risk Reviews and Development of a New BI Policy     237
The Delineation of the Corporate Role in BI     239
Best Practices     245
Dashboard Questions     249
Setting Up and Managing a Brand Integrity Program     251
Types of Programs     252
Approaches to BI     254
Current Models     258
BI Program Models     261
BI Program Operations      265
Best Practices     279
Dashboard Questions     279
Questions the CEO Should Ask about BI Metrics     281
Development of BI Performance Standards     282
Evaluate Results     285
Index     303