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Global brand integrity management : how to protect your product in today's competitive environment.

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw-Hill, c2008.Description: xv, 309 p. : illISBN:
  • 0071494448 (hardcover : alk. paper)
  • 9780071494441 (hardcover : alk. paper)
  • 9780070229525
  • 007022952X
Subject(s): DDC classification:
  • 658.827 POS
Online resources:
Contents:
Introduction -- Rethinking the business model with brand integrity : an organizing concept -- Brand integrity is more than legal protection -- If a product is valuable, somebody will try to take your profits -- If you do not protect your products, nobody will do it for you -- If you wait until your products are attacked, you will lose -- Protect your products and the bad guys will attack your competition -- Your own products are often your largest competitors for profits -- Continually monitor the marketplace to lower risks and increase profits -- Brand integrity as a basic management tool -- Setting up and managing a brand integrity program -- Questions the CEO should ask about BI metrics.
Summary: Delivers a blueprint for corporations to protect their intellectual property in a global marketplace. This book offers an overview of the processes, organizational structures, activities, and management tools necessary to develop and maintain a strong brand protection program.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library Reference Reference 658.827 POS (Browse shelf(Opens below)) Available 011760
Total holds: 0

Includes index.

Introduction -- Rethinking the business model with brand integrity : an organizing concept -- Brand integrity is more than legal protection -- If a product is valuable, somebody will try to take your profits -- If you do not protect your products, nobody will do it for you -- If you wait until your products are attacked, you will lose -- Protect your products and the bad guys will attack your competition -- Your own products are often your largest competitors for profits -- Continually monitor the marketplace to lower risks and increase profits -- Brand integrity as a basic management tool -- Setting up and managing a brand integrity program -- Questions the CEO should ask about BI metrics.

Delivers a blueprint for corporations to protect their intellectual property in a global marketplace. This book offers an overview of the processes, organizational structures, activities, and management tools necessary to develop and maintain a strong brand protection program.

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