عنوان

Defending the brand aggressive strategies for protecting your brand in the online arena

Standard Number

1971-73

First Statement of Responsibility

Murray, Brian H., 8691-

Title Proper

Defending the brand aggressive strategies for protecting your brand in the online arena

Place of Publication, Distribution, etc.

New York

Name of Publisher, Distributor, etc.

American Management Association

Date of Publication, Distribution, etc.

c2004

Specific Material Designation and Extent of Item

xvi, 268 p. , ill. , 24 cm.

Text of Note

Includes bibliographical references )p. ]249[-258( and index.

Text of Note

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 -- The board room 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 -- The board room summary -- Customer diversion -- Customer capture -- Cybersquatting -- Typo-piracy -- Domain name administration -- Arbitration -- Search engine manipulation -- Invisible seeding -- Visible seeding -- Spoofing -- Managing seeding and spoofing issues -- Paid placement -- Adware -- Mislabeled links -- Unsolicited e-mail -- Keeping the customer -- Bringing the customer back -- The motive -- Scope of the problem -- The future -- The business case -- The board room summary -- Online partners and distribution issues -- 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 -- The board room 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 -- The board room 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 -- Criteria for identifying licensing revenue opportunities -- Market data -- The business case -- The board room summary -- Trust -- The costs of compromised privacy and security -- Information collection technologies -- Cookies -- Web beacons -- Information security -- Customer information collection -- Customer information storage -- Corporate identity theft -- Managing privacy and security -- The business case -- The board room 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 -- The board room summary.

Entry Element

، Brand name products

Entry Element

، Trademark infringement

Entry Element

، Electronic commerce

Entry Element

، Product management

Number

Class number

Relator Code

AU

Entry Element

Brian H. Murray

TI

Shelving Form of Title, Author, Author/Title

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