Franklin

Defending the brand [electronic resource] : aggressive strategies for protecting your brand in the online arena / Brian H. Murray.

Author/Creator:
Murray, Brian H., 1968-
Publication:
New York : American Management Association, ©2004.
Format/Description:
Book
1 online resource (xvi, 268 pages) : illustrations
Status/Location:
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Details

Subjects:
Brand name products.
Internet domain names -- Management.
Trademark infringement -- Prevention.
Trademark infringement.
Electronic commerce.
Product management.
System Details:
data file
Contents:
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.
Notes:
Includes bibliographical references and index.
Electronic reproduction. Ipswich, MA Available via World Wide Web.
Print version record.
Local notes:
Acquired for the Penn Libraries with assistance from the Edward Giera and Kimberly Hirschman Fund.
Contributor:
EBSCOhost
Edward Giera and Kimberly Hirschman Fund.
Other format:
Print version: Murray, Brian H., 1968- Defending the brand.
ISBN:
0814427537
9780814427538
9780814407547
0814407544
0814407544
Publisher Number:
99973169316
Access Restriction:
Restricted for use by site license.