Title: Defending the Brand
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
Subjects: Electronic commerce, Trademark infringement, Brand name products, Product management, Internet domain names, Management, Prevention, Produits de marque, Marques de commerce, Contrefaçon, Commerce électronique, Produits commerciaux, Gestion, BUSINESS & ECONOMICS, Advertising & Promotion