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

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

3.5 out of 5 stars based on 2 reviews

Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena
Written by author Brian H. Murray
Published by AMACOM, March 2003
"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 alien
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 aliena

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Book Categories

Authors

Contents
Preface
Acknowledgments
Introduction
Section One Digital Brand Abuse

Chapter 1 The Dark Side

Objectionable Content

Pornography

Hate, Violence, and Extremism

Gambling

Parody

Defining "Objectionable"

Who's at Risk?

What to Do

The Business Case

Boardroom Summary

Chapter 2 The Opportunities and Threats of Online Commentary

The Rumor Mill

Information Security

The World's Largest Focus Group

Activism and "Sucks" Sites

Nobody Is Immune

Managing Risk

Buried Treasure

The Business Case

Boardroom Summary

Chapter 3 Customer Diversion

Customer Capture

Keeping the Customer

Bringing the Customer Back

Scope of the Problem

The Future

The Business Case

Boardroom Summary
Section Two Online Partners and Distribution Issues

Chapter 4 Managing Partner Compliance

The Customer Experience

Changing Dynamics

Online Partners

Monitoring Partners

Step 1: Prioritization

Step 2: Brand Management

Step 3: Enforcement

The Business Case

Boardroom Summary

Chapter 5 Counterfeits and Gray Markets

Gray Markets

Counterfeiting

Online Monitoring

The Business Case

Boardroom Summary

Chapter 6 Defending Against Digital Piracy

Music

Video

Software

Text and Images

The Business Case

Boardroom Summary Section Three Trust

Chapter 7 The Costs of Compromised Privacy and Security

Information Collection Technologies

Information Security

Managing Privacy and Security

The Business Case

Boardroom Summary
Section Four Competitive Intelligence

Chapter 8 Using Online Competitive Intelligence to Outmaneuver Competitor Brands

The Internet as a Competitive Intelligence Source

Brand Presence

Brand Reach

Partnerships

Online Commentary

Collecting the Data

Counterintelligence

Actionable Information

The Business Case

Boardroom Summary
Section Five Taking Action

Chapter 9 How to Use Online Monitoring to Control Your Brand and Capture Revnue

The What-Where-How Approach

Allocation of Resources

When to Outsource

How to Outsource

The Business Case

Boardroom Summary

Chapter 10 Constructing Your Plan of Attack

Designing an Effective Approach

Best Practices in Action

The Business Case

Boardroom Summary

Chapter 11 Mobilizing the Forces

State of Affairs

Raising Awareness

Apathy Is the Enemy

Who's Responsible?

Stepping Up

The Business Case

Boardroom Summary
Glossary
Appendix A: Top-Level Domains
Appendix B: Sample Affiliate Guidelines
Appendix C: Sample Guidelines for Managing Partner Compliance
Appendix D: Overview of Peer-to-Peer (P2P) Networks
Appendix E: Sample RFP Scope of Work
Appendix F: Sample Cease-and-Desist Letters
Notes
Index

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

Item Number: 9780814407547

Publication Date: March 2003

Number: 1

Product Description: Full Name: Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena; Short Name:Defending the Brand

Universal Product Code (UPC): 9780814407547

WonderClub Stock Keeping Unit (WSKU): 9780814407547

Rating: 3.5/5 based on 2 Reviews

Image Location: https://wonderclub.com/images/covers/75/47/9780814407547.jpg

Category: Media >> Books

Weight: 0.200 kg (0.44 lbs)

Width: 6.200 cm (2.44 inches)

Heigh : 9.100 cm (3.58 inches)

Depth: 1.100 cm (0.43 inches)

Date Added: August 25, 2020, Added By: Ross

Date Last Edited: August 25, 2020, Edited By: Ross

Price	Condition	Delivery	Seller	Action
$99.99	Digital	Arrives between Apr 24 - May 24 Login to your account for a direct download. Some files are emailed from Dropbox. Continent $0.00 - World $0.00	WonderClub (9294 total ratings)

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Mark Benkovich

reviewed Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena on October 30, 2013

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

Considering this book is from 2004, it is a good read for looking at tech in hindsight.

Makes one understand why divergence is the key to evolution of tech & mankind.

But is too critical of convergence.
Yes, there have been numerous failures trying to converge certain products/technologies together.
But the 0.1% that have succeeded have been phenomenal.
IPhone, phone-video-calls, wechat-like superapps, hell even a McCafe.

I feel its about getting the right things together to create products that people will find indispensable.
A current Amazon would be a very good case study for the authors.

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