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

Just a decade ago, defending your brand essentially meant ensuring that sidewalk vendors weren't hawking knockoffs of your goods. That has changed drastically with the explosive growth of the Internet, which has revolutionized retailing, but has also made it easier for thieves to hawk counterfeit product. Leading brands are finding the Internet to be a perfect vehicle for reaching out to their existing customers and finding new customers. The flip side is that for every Internet marketing method there exists a nefarious online activity that exploits the power and goodwill of established brands. For example, rumors and fictitious product information can hurt companies' brands. Never before have companies faced such a siege on their intellectual property and brands, so the publication of Defending the Brand is timely. In a fascinating depiction of today's threats, the book explains in lay terms how an organization can develop a strategy to fight brand thieves. The eleven chapters are replete with real-world examples of how companies such as Home Depot and Disney have struggled to protect their brands online. The author furnishes effective advice on how companies can better deal with situations ranging from digital brand abuse to illegal distribution. At 250 pages, Defending the Brand is a quick and fascinating read. In the anonymous and often unpredictable world of the Internet, brand abuses such as product piracy, counterfeiting, deceit, and fraud threaten to divert or mislead customers and can cost your company millions of dollars annually in lost business, brand loyalty, and goodwill. Unless you know how to protect your brand from digital exploitation by criminals and unscrupulous competitors, your company's image and bottom line are at risk. Defending the Brand arms you with the knowledge to protect your company online, sharing best practices in Internet monitoring and helping you to preserve brand equity, protect the customer experience, and drive revenue. Filled with real-life examples from well-known companies like Disney, Nintendo, Home Depot, Mary Kay, and Toys "R" Us, the book contains all the tools and information you need to aggressively defend your organization.The first and last word in online brand protection strategies, Defending the Brand is an accessible and invaluable guidebook to protecting your assets in the digital arena. In the realm of the Internet, those who would seek to unscrupulously hijack your company's brand and use it for their own purposes can easily alienate your customers, spoil the associations you've so carefully cultivated through your marketing efforts, and cost your organization millions of dollars in revenue. Left unchecked, these criminals and aggressive competitors will take full advantage of the Web's mobility and anonymity to evade all but the most savvy enforcement efforts. Ultimately, it's up to you to protect your company.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. Using the proper strategies, your company will not only defend itself against online brand abuse but also outmaneuver the competition, win market share, and increase profitability. Entertainingly written with an eye toward realistic goals and plans of attack, Defending the Brand shows you how to turn online abuse into opportunities to successfully recapture lost revenue.

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.

about 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.

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.

"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 This text provides effective strategies for strengthening a company's intellectual property, brand integrity and online assets against violations by unscrupulous business and other hazards. These include unauthorized brand associations, product privacy and other costly pitfalls. Digitalization and the convergence of networked communication mediums have forever changed the way we live and conduct business.