Global brand integrity management : how to protect your product in today's competitive environment.
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TextPublication details: New York : McGraw-Hill, c2008Description: xv, 309 p. : illISBN: 0071494448 (hardcover : alk. paper); 9780071494441 (hardcover : alk. paper); 9780070229525 ; 007022952XSubject(s): Brand name products | Trademark infringement | Product counterfeiting | Product managementDDC classification: 658.827 Online resources: Click here to access online | Click here to access online | Click here to access online | Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books
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Main Library Reference | Reference | 658.827 POS (Browse shelf(Opens below)) | Available | 011760 |
Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)
| 658.827 GOB Emotional branding : the new paradigm for connecting brands to people | 658.827 KEL Strategic brand management : building, measuring, and managing brand equity | 658.827 KNA The Brandmindset | 658.827 POS Global brand integrity management : how to protect your product in today's competitive environment. | 658.83 AAK Marketing Research | 658.83 BOY Marketing Research: Text and Cases | 658.83 ESS The essentials of marketing research |
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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