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Global brand integrity management [electronic resource] : how to protect your product in today's competitive environment /

by Post, Richard S; Post, Penelope N; ProQuest (Firm).
Material type: materialTypeLabelBookPublisher: New York : McGraw-Hill, c2008Description: xv, 309 p. : ill.ISBN: ; .Subject(s): Brand name products | Trademark infringement -- Prevention | Product counterfeiting -- Prevention | Product management | Electronic booksOnline resources: Click to View
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.
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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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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