04617nam 22006014a 450 991045618510332120200520144314.00-8144-2753-7(CKB)111086906305774(EBL)243012(OCoLC)475962456(SSID)ssj0000079378(PQKBManifestationID)11107905(PQKBTitleCode)TC0000079378(PQKBWorkID)10067586(PQKB)11748031(MiAaPQ)EBC243012(Au-PeEL)EBL243012(CaPaEBR)ebr10044971(OCoLC)468772210(EXLCZ)9911108690630577420030630d2004 uy 0engur|n|---|||||txtccrDefending the brand[electronic resource] aggressive strategies for protecting your brand in the online arena /Brian H. MurrayNew York American Management Associationc20041 online resource (286 p.)Description based upon print version of record.0-8144-0754-4 Includes bibliographical references and index.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.The best brands attract the most (unwanted) attention.Brand name productsTrademark infringementElectronic commerceProduct managementElectronic books.Brand name products.Trademark infringement.Electronic commerce.Product management.658.8/27Murray Brian H.1968-872111MiAaPQMiAaPQMiAaPQBOOK9910456185103321Defending the brand1947085UNINA