Defending the brand : aggressive strategies for protecting your brand in the online arena

Title:

Personal Author:

Murray, Brian H.

Publication Information:

New York : American Management Association, 2004

ISBN:

9780814407547

Subject Term:

Brand name products

Trademark infringement

Electronic commerce

Product management

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010029554	HD69.B7 M87 2004	Open Access Book	Book	Searching... Unknown

Leading brands and the intellectual property of successful organizations are increasingly falling victim to hostile tactics from unscrupulous businesses. Unwanted brand associations, product piracy, and other forms of online brand abuse threaten to alienate consumers and undermine the success of companies in every industry. Defending the Brand introduces strategies being used by companies around the world to fight back and regain control, preserving brand equity and rescuing potentially lost revenue. From marketing and sales initiatives that discourage abuse to how to collect intelligence on possible wrongdoers, this timely book is as valuable as it is fascinating. Punctuated with eye-opening stories from real companies like Home Depot, Disney, the Red Cross, Nintendo, and the Associated Press, Defending the Brand is a call to action for companies unwilling to compromise the power of their brands and the success of their products." "

Author Notes

Brian H. Murray is vice president of client services at Cyveillance

Reviews 1

Library Journal Review

Murray draws on his experience as vice-president of client services at Cyberveillance, Inc., with the aim of providing "an inside view of the unique issues that companies face regarding brand abuse and piracy in the digital age." At Cyberveillance, he led a team of professionals that worked aggressively to defend brands and digital assets for major companies internationally. Murray's practical and informative book discusses such dishonest and aggressive tactics as sending e-mail that appears to come from elsewhere, parodying a company logo or product, propagating false rumors online, and hacking and spamming. He also recommends strategies for dealing with them, which include seeking legal recourse, using online monitoring, using online competitive intelligence to outmaneuver competitor brands, and increasing the security of online transactions. Case studies are provided throughout, and even more helpful are an extensive bibliography, sample cease-and-desist letters, and a glossary. Recommended as useful reading for undergraduate and graduate marketing classes.-Lucy Heckman, St. Johns Univ. Lib., Jamaica, NY (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Preface	p. xiii
Acknowledgments	p. xv
Introduction	p. 1
Section 1 Digital Brand Abuse	p. 5
Chapter 1 The Dark Side	p. 7
Objectionable Content	p. 8
Pornography	p. 8
Adult Entertainment	p. 9
Child Pornography	p. 11
Hate, Violence, and Extremism	p. 12
Gambling	p. 13
Parody	p. 14
Defining "Objectionable"	p. 18
Who's at Risk?	p. 21
What to Do	p. 21
The Business Case	p. 24
The Board Room Summary	p. 26
Chapter 2 The Opportunities and Threats of Online Commentary	p. 27
The Rumor Mill	p. 28
Financial Earnings	p. 30
Early Warning	p. 31
Information Security	p. 32
Other Security and Liability Threats	p. 33
The World's Largest Focus Group	p. 34
Activism and "Sucks" Sites	p. 36
Nobody Is Immune	p. 39
Managing Risk	p. 40
Buried Treasure	p. 40
The Business Case	p. 41
The Board Room Summary	p. 42
Chapter 3 Customer Diversion	p. 44
Customer Capture	p. 45
Cybersquatting	p. 45
Typo-Piracy	p. 47
Domain Name Administration	p. 50
Arbitration	p. 52
Search Engine Manipulation	p. 52
Invisible Seeding	p. 54
Visible Seeding	p. 54
Spoofing	p. 54
Managing Seeding and Spoofing Issues	p. 55
Paid Placement	p. 56
Adware	p. 58
Mislabeled Links	p. 60
Unsolicited E-Mail	p. 61
Keeping the Customer	p. 62
Bringing the Customer Back	p. 66
The Motive	p. 67
Scope of the Problem	p. 68
The Future	p. 69
The Business Case	p. 70
The Board Room Summary	p. 71
Section 2 Online Partners and Distribution Issues	p. 73
Chapter 4 Managing Partner Compliance	p. 75
The Customer Experience	p. 76
Changing Dynamics	p. 77
Online Partners	p. 77
Affiliates	p. 79
Suppliers	p. 80
Distributors	p. 84
Third Parties	p. 90
Monitoring Partners	p. 93
Step 1 Prioritization	p. 93
Step 2 Brand Management	p. 94
Step 3 Enforcement	p. 95
The Business Case	p. 95
The Board Room Summary	p. 97
Chapter 5 Counterfeits and Gray Markets	p. 98
Gray Markets	p. 99
Combating Gray Market Activity	p. 101
Counterfeiting	p. 102
Copier Supplies	p. 103
Pharmaceuticals	p. 103
Online Monitoring	p. 104
Criteria That May Signal a Suspect Distributor	p. 105
Testing Authenticity	p. 108
The Business Case	p. 109
The Board Room Summary	p. 110
Chapter 6 Defending Against Digital Piracy	p. 111
Music	p. 112
Sales Leads	p. 114
Video	p. 116
Cease and Desist	p. 118
Customer Convenience	p. 119
Copy Protection and Digital Rights Management	p. 120
Software	p. 121
Text and Images	p. 125
E-Books	p. 125
The Stephen King Experiment	p. 126
News Services	p. 127
Criteria for Identifying Licensing Revenue Opportunities	p. 127
Market Data	p. 129
The Business Case	p. 131
The Board Room Summary	p. 132
Section 3 Trust	p. 133
Chapter 7 The Costs of Compromised Privacy and Security	p. 135
Information Collection Technologies	p. 136
Cookies	p. 137
Web Beacons	p. 137
Information Security	p. 140
Customer Information Collection	p. 141
Customer Information Storage	p. 142
Corporate Identity Theft	p. 144
Managing Privacy and Security	p. 147
The Business Case	p. 149
The Board Room Summary	p. 150
Section 4 Competitive Intelligence	p. 151
Chapter 8 Using Online Competitive Intelligence to Outmaneuver Competitor Brands	p. 153
The Internet as a Competitive Intelligence Source	p. 154
Brand Presence	p. 155
Brand Reach	p. 156
Competitor Brand Abuse	p. 158
Competitor Absence	p. 158
Linking Relationships	p. 159
Partnerships	p. 159
Recruiting Competitor Partners	p. 160
Online Commentary	p. 162
Collecting the Data	p. 164
Counterintelligence	p. 164
Actionable Information	p. 165
The Business Case	p. 166
The Board Room Summary	p. 167
Section 5 Taking Action	p. 169
Chapter 9 How to Use Online Monitoring to Control Your Brand and Capture Revenue	p. 171
The What-Where-How Approach	p. 172
What to Search For	p. 172
Where to Search	p. 173
How to Search	p. 175
Stakeholders	p. 175
Customer Eyes	p. 177
False Positives	p. 178
Detecting Objectionable Associations	p. 178
Allocation of Resources	p. 181
When to Outsource	p. 182
How to Outsource	p. 184
Company Background	p. 184
Security	p. 185
Scope of Services	p. 186
Partnerships	p. 187
Experience and Qualifications	p. 187
The Business Case	p. 188
The Board Room Summary	p. 189
Chapter 10 Constructing Your Plan of Attack	p. 190
Designing an Effective Approach	p. 191
Step 1 Categorize Incidents by Offender	p. 191
Step 2 Categorize the Abuse	p. 192
Step 3 Prioritize the Incidents	p. 193
Step 4 Determine Whether the Incidents Warrant Action	p. 194
Step 5 Assign Responsibilities for Taking Action	p. 196
Step 6 Select the Communication	p. 196
Step 7 Secure Approval	p. 199
Step 8 Contact the Offender	p. 200
Step 9 Revisit the Incident	p. 201
Step 10 Take Follow-up Action	p. 201
Best Practices in Action	p. 202
Objectionable Content	p. 202
Cybersquatting	p. 203
Unauthorized Brand/Logo Use	p. 203
Partner Noncompliance	p. 203
The Business Case	p. 203
The Board Room Summary	p. 204
Chapter 11 Mobilizing the Forces	p. 206
State of Affairs	p. 206
Raising Awareness	p. 207
Build a Business Case	p. 207
Manage Risk	p. 207
Adopt Experiential Learning	p. 208
Develop a Plan	p. 208
Apathy Is the Enemy	p. 208
Who's Responsible?	p. 209
Stepping Up	p. 210
The Business Case	p. 211
The Board Room Summary	p. 212
Glossary	p. 213
Appendix A Top-Level Domains	p. 221
Appendix B Sample Affiliate Guidelines	p. 225
Appendix C Sample Guidelines for Managing Partner Compliance	p. 231
Appendix D Overview of Peer-to-Peer (P2P) Networks	p. 235
Appendix E Sample RFP Scope of Work	p. 239
Appendix F Sample Cease-and-Desist Letters	p. 243
Notes	p. 249
Index	p. 259

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Summary

Summary

Author Notes

Reviews 1

Library Journal Review

Table of Contents