The Resource Defending the brand : aggressive strategies for protecting your brand in the online arena, Brian H. Murray, (electronic resource/)

Defending the brand : aggressive strategies for protecting your brand in the online arena, Brian H. Murray, (electronic resource/)

Label
Defending the brand : aggressive strategies for protecting your brand in the online arena
Title
Defending the brand
Title remainder
aggressive strategies for protecting your brand in the online arena
Statement of responsibility
Brian H. Murray
Creator
Subject
Genre
Language
eng
Summary
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
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
M79 2004eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Defending the brand : aggressive strategies for protecting your brand in the online arena, Brian H. Murray, (electronic resource/)
Link
http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=100157
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Digital brand abuse -- The dark side -- Objectionable content -- Pornography -- Adult entertainment -- Child pornography -- Hate, violence, and extremism -- Gambling -- Parody -- Defining objectionable -- Whos at risk? -- What to do -- The business case -- Boardroom summary -- The opportunities and threats of online commentary -- The rumor mill -- Financial earnings -- Early warning -- Information security -- Other security and liability threats -- The worlds largest focus group -- Activism and sucks sites -- Nobody is immune -- Managing risk -- Buried treasure -- The business case -- Boardroom summary -- Customer diversion -- Customer capture -- Cybersquatting -- Typo-piracy -- Domain name administration -- Arbitration -- Search engine manipulation -- Invisible seeding -- Visible seeding -- Spoofing --Paid placement -- Managing seeding and spoofing issues -- Software utility generated advertisements -- Mislabeled links -- Unsolicited e-mail -- Keeping the customer -- Bringing the customer back -- Scope of the problem -- The future -- The business case -- Boardroom summary -- Online partners and distribution issues -- A managing partner compliance -- The customer experience -- Changing dynamics -- Online partners -- Affiliates -- Suppliers -- Distributors -- Third parties -- Monitoring partners -- Step 1: Prioritization -- Step 2: Brand management -- Step 3: Enforcement -- The business case -- Boardroom summary -- Counterfeits and gray markets -- Gray markets -- Combating gray market activity -- Counterfeiting -- Copier supplies -- Pharmaceuticals -- Online monitoring -- Criteria that may signal a suspect distributor -- Testing authenticity -- The business case -- Boardroom summary -- Defending against digital piracy -- Music -- Sales leads -- Video -- Cease and desist -- Customer convenience -- Copy protection and digital rights management -- Software -- Text and images -- E-books -- The Stephen King experiment -- News services -- Market data -- The business case -- Boardroom summary -- Trust -- The costs of compromised privacy and security -- Information collection technologies -- Cookies -- Web beacons -- Information security -- Customer information transmission -- Customer information storage -- Fraud -- Managing privacy and security -- The business case -- Boardroom summary -- Competitive intelligence -- Using online competitive intelligence to outmaneuver competitor brands -- The internet as a competitive intelligence source -- Brand presence -- Brand reach -- Competitor brand abuse -- Competitor absence -- Linking relationships -- Partnerships -- Recruiting competitor partners -- Online commentary -- Collecting the data -- Counterintelligence -- Actionable information -- The business case -- Boardroom summary
Control code
ocm53400843
Dimensions
unknown
Extent
1 online resource (access may be restricted)
File format
unknown
Form of item
online
Governing access note
Access restricted to subscribing institution
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
Label
Defending the brand : aggressive strategies for protecting your brand in the online arena, Brian H. Murray, (electronic resource/)
Link
http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=100157
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Digital brand abuse -- The dark side -- Objectionable content -- Pornography -- Adult entertainment -- Child pornography -- Hate, violence, and extremism -- Gambling -- Parody -- Defining objectionable -- Whos at risk? -- What to do -- The business case -- Boardroom summary -- The opportunities and threats of online commentary -- The rumor mill -- Financial earnings -- Early warning -- Information security -- Other security and liability threats -- The worlds largest focus group -- Activism and sucks sites -- Nobody is immune -- Managing risk -- Buried treasure -- The business case -- Boardroom summary -- Customer diversion -- Customer capture -- Cybersquatting -- Typo-piracy -- Domain name administration -- Arbitration -- Search engine manipulation -- Invisible seeding -- Visible seeding -- Spoofing --Paid placement -- Managing seeding and spoofing issues -- Software utility generated advertisements -- Mislabeled links -- Unsolicited e-mail -- Keeping the customer -- Bringing the customer back -- Scope of the problem -- The future -- The business case -- Boardroom summary -- Online partners and distribution issues -- A managing partner compliance -- The customer experience -- Changing dynamics -- Online partners -- Affiliates -- Suppliers -- Distributors -- Third parties -- Monitoring partners -- Step 1: Prioritization -- Step 2: Brand management -- Step 3: Enforcement -- The business case -- Boardroom summary -- Counterfeits and gray markets -- Gray markets -- Combating gray market activity -- Counterfeiting -- Copier supplies -- Pharmaceuticals -- Online monitoring -- Criteria that may signal a suspect distributor -- Testing authenticity -- The business case -- Boardroom summary -- Defending against digital piracy -- Music -- Sales leads -- Video -- Cease and desist -- Customer convenience -- Copy protection and digital rights management -- Software -- Text and images -- E-books -- The Stephen King experiment -- News services -- Market data -- The business case -- Boardroom summary -- Trust -- The costs of compromised privacy and security -- Information collection technologies -- Cookies -- Web beacons -- Information security -- Customer information transmission -- Customer information storage -- Fraud -- Managing privacy and security -- The business case -- Boardroom summary -- Competitive intelligence -- Using online competitive intelligence to outmaneuver competitor brands -- The internet as a competitive intelligence source -- Brand presence -- Brand reach -- Competitor brand abuse -- Competitor absence -- Linking relationships -- Partnerships -- Recruiting competitor partners -- Online commentary -- Collecting the data -- Counterintelligence -- Actionable information -- The business case -- Boardroom summary
Control code
ocm53400843
Dimensions
unknown
Extent
1 online resource (access may be restricted)
File format
unknown
Form of item
online
Governing access note
Access restricted to subscribing institution
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote

Library Locations

    • Massasoit Community College Brockton CampusBorrow it
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      41.9422191 -70.6578858
    • Quincy College Library Borrow it
      1250 Hancock St. 3rd Fl Rm#347, Quincy, MA, 02169, US
      42.2513682 -70.9962875
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