Defending the brand aggressive strategies for protecting your brand in the online arena /
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| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York :
American Management Association,
c2004.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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Table of Contents:
- Digital brand abuse
- The dark side
- Objectionable content
- Pornography
- Adult entertainment
- Child pornography
- Hate, violence, and extremism
- Gambling
- Parody
- Defining "objectionable"
- Who's 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 world's 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.