Global brand integrity management
Subtitle: how to protect your product in today's competitive environment
By: Richard S. Post and Penelope N. Post.
Contributors: Post, Penelope N.
Publisher: McGraw-Hill
Published: 2007
Place of publication: New York
Language: eng
ISBN-13: 9780071494441
Subjects: Brand name products; Trademark infringement -- Prevention; Product counterfeiting -- Prevention; Product management
Table of contents: title: Preface; title: Introduction; title: Rethinking the business model with brand integrity; title: An organizing concept; title: Brand integrity is more than legal protection; title: If a product is valuable, somebody will try to take your profits; title: If you do not protect your products, nobody will do it for you; title: If you wait until your products are attacked, you will lose; title: Protect your products and the bad guys will attack your competition; title: Your own products are often your largest competitors for profits; title: Monitor the marketplace to lower risks and increase profits; title: Brand integrity as a basic management tool; title: Setting up and managing a brand integrity program; title: Questions the CEO should ask about BI metrics.