Global brand integrity management : how to protect your product in today's competitive environment /
Post, Richard S.
Global brand integrity management : how to protect your product in today's competitive environment / [book] Richard S. Post and Penelope N. Post - New York : McGraw-Hill, c2008. - xv, 309 p. : ill.
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
0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper)
Brand name products
Trademark infringement--Prevention
Product counterfeiting--Prevention
Product management
HD69.B7 / P857
Global brand integrity management : how to protect your product in today's competitive environment / [book] Richard S. Post and Penelope N. Post - New York : McGraw-Hill, c2008. - xv, 309 p. : ill.
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
0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper)
Brand name products
Trademark infringement--Prevention
Product counterfeiting--Prevention
Product management
HD69.B7 / P857
