Global brand integrity management : how to protect your product in today's competitive environment.
Material type: 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 onlineItem type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Reference Books | Main Library Reference | Reference | 658.827 POS (Browse shelf(Opens below)) | Available | 011760 |
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.
There are no comments on this title.