Global brand integrity management how to protect your product in today's competitive environment

Preface -- 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...

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Bibliographische Detailangaben
1. Verfasser:	Post, Richard S. (VerfasserIn)
Weitere Verfasser:	Post, Penelope N. (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	New York, NY u.a. McGraw-Hill c 2008
Schlagworte:	Markenartikel > Markenimage > Produktpiraterie > Markenführung > Brand name products > Trademark infringement > Prevention > Product counterfeiting > Product management > Marketing > Markenbekanntheit > Konkurrenzanalyse > Markenpolitik
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Beschreibung
Zusammenfassung:	Preface -- 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 -- 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
Beschreibung:	XV, 309 S. graph. Darst.
ISBN:	9780071494441 978-0-07-149444-1 0071494448 0-07-149444-8