Defending the Brand
Subtitle: Aggressive Strategies for Protecting Your Brand in the Online Arena
Publisher: AMACOM/American Management Association
Published: October 2003
Language: eng
Format: Hardcover
Number of pages: 272
ISBN-13: 9780814407547
Subjects: Business strategy; Sales & marketing; Marketing - General; Business / Economics / Finance; Business & Economics; Business/Economics; Product management; Advertising & Promotion; Brand name products; Electronic commerce; Trademark infringement
First sentence: Digitalization and the convergence of networked communication mediums have forever changed the way we live and conduct business.
Description: "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