TY  - BOOK
AU  - Murray,Brian H.
TI  - Defending the brand: aggressive strategies for protecting your brand in the online arena 
SN  - 0814427537
AV  - HD69.B7 M79 2004eb
U1  - 658.8/27 22
PY  - 2004///
CY  - New York
PB  - American Management Association
KW  - Brand name products
KW  - Internet domain names
KW  - Management
KW  - Trademark infringement
KW  - Prevention
KW  - Electronic commerce
KW  - Product management
KW  - Produits de marque
KW  - Marques de commerce
KW  - Contrefaçon
KW  - Commerce électronique
KW  - Produits commerciaux
KW  - Gestion
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
KW  - Andre fag (naturvidenskab og teknik)
KW  - Andre fag
KW  - Electronic books
KW  - gtlm
N1  - Includes bibliographical references and index; 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
N2  - "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 Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--Jacket
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=100157
ER  -