Global brand integrity management : how to protect your product in today's competitive environment.
Post, Richard S.
Global brand integrity management : how to protect your product in today's competitive environment. - New York : McGraw-Hill, c2008. - xv, 309 p. : ill. ;
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.
0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper) 9780070229525 007022952X
Brand name products.
Trademark infringement
Product counterfeiting
Product management.
658.827 / POS
Global brand integrity management : how to protect your product in today's competitive environment. - New York : McGraw-Hill, c2008. - xv, 309 p. : ill. ;
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.
0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper) 9780070229525 007022952X
Brand name products.
Trademark infringement
Product counterfeiting
Product management.
658.827 / POS