Defending the brand: aggressive strategies for protecting your brand in the online arena
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
American Management Association
2004
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XVI, 268 S. |
| ISBN: | 0814407544 |
Internformat
MARC
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| 100 | 1 | |a Murray, Brian H. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Defending the brand |b aggressive strategies for protecting your brand in the online arena |c Brian H. Murray |
| 264 | 1 | |a New York |b American Management Association |c 2004 | |
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| 500 | |a Includes index | ||
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Datensatz im Suchindex
| _version_ | 1804135183917514752 |
|---|---|
| adam_text | ; Contents
i
Preface xiii
Acknowledgments xv
Introduction 1
Section One Digital Brand Abuse 5
Chapter 1 The Dark Side 7
Objectionable Content 8
Pornography 8
Adult Entertainment 9
Child Pornography 11
Hate, Violence, and Extremism 12
Gambling 13
Parody 14
Defining Objectionable 18
Who s at Risk? 21
What to Do 21
The Business Case 24
The Board Room Summary 26
vim • Contents
Chapter 2 The Opportunities and Threats of Online
Commentary 27
The Rumor Mill 28
Financial Earnings 30
Early Warning 31
Information Security 32
Other Security and Liability Threats 33
The World s Largest Focus Group 34
Activism and Sucks Sites 36
Nobody Is Immune 39
Managing Risk 40
Buried Treasure 40
The Business Case 41
The Board Room Summary 42
Chapter 3 Customer Diversion 44
Customer Capture 45
Cybersquatting 45
Typo Piracy 47
Domain Name Administration 50
Arbitration 52
Search Engine Manipulation 52
Invisible Seeding 54
Visible Seeding 54
Spoofing 54
Managing Seeding and Spoofing Issues 55
Paid Placement 56
Adware 58
Mislabeled Links 60
Unsolicited E Mail 61
Keeping the Customer 62
Bringing the Customer Back 66
The Motive 67
Scope of the Problem 68
The Future 69
The Business Case 70
The Board Room Summary 71
Section Two Online Partners and Distribution Issues 73
Chapter 4 Managing Partner Compliance 75
The Customer Experience 76
x . Contenb
Section Three Trust 133
Chapter 7 The Costs of Compromised Privacy and Security 135
Information Collection Technologies 136
Cookies 1^7
Web Beacons 137
Information Security 140
Customer Information Collection 141
Customer Information Storage 142
Corporate Identity Theft 144
Managing Privacy and Security 147
The Business Case 149
The Board Room Summary 150
Section Four Competitive Intelligence 151
Chapter 8 Using Online Competitive Intelligence to
Outmaneuver Competitor Brands 153
The Internet as a Competitive Intelligence Source 154
Brand Presence 155
Brand Reach 156
Competitor Brand Abuse 158
Competitor Absence 158
Linking Relationships 159
Partnerships 159
Recruiting Competitor Partners 160
Online Commentary 162
Collecting the Data 164
Counterintelligence 164
Actionable Information 165
The Business Case 166
The Board Room Summary 167
Section Five Taking Action 169
Chapter 9 How to Use Online Monitoring to Control Your
Brand and Capture Revenue 171
The What Where How Approach 172
What to Search For 172
Where to Search 173
Contents . Xi
How to Search 175
Stakeholders 175
Customer Eyes 177
False Positives 178
Detecting Objectionable Associations 178
Allocation of Resources 181
When to Outsource 182
How to Outsource 184
Company Background 184
Security 185
Scope of Services 186
Partnerships 187
Experience and Qualifications 187
The Business Case 188
The Board Room Summary 189
Chapter 10 Constructing Your Plan of Attack 190
Designing an Effective Approach 191
Step 1: Categorize Incidents by Offender 191
Step 2: Categorize the Abuse 192
Step 3: Prioritize the Incidents 193
Step 4: Determine Whether the Incidents Warrant
Action 194
Step 5: Assign Responsibilities for Taking Action 196
Step 6: Select the Communication 196
Step 7: Secure Approval 199
Step 8: Contact the Offender 200
Step 9: Revisit the Incident 201
Step 10: Take Follow up Action 201
Best Practices in Action 202
Objectionable Content 202
Cybersquatting 203
Unauthorized Brand/Logo Use 203
Partner Noncompliance 203
The Business Case 203
The Board Room Summary 204
Chapter 11 Mobilizing the Forces 206
State of Affairs 206
Raising Awareness 207
Build a Business Case 207
Manage Risk 207
Contents • ix
Changing Dynamics 77
Online Partners 77
Affiliates 79
Suppliers 80
Distributors 84
Third Parties 90
Monitoring Partners 93
Step 1: Prioritization 93
Step 2: Brand Management 94
Step 3: Enforcement 95
The Business Case 95
The Board Room Summary 97
Chapter 5 Counterfeits and Gray Markets 98
Gray Markets 99
Combating Gray Market Activity 101
Counterfeiting 102
Copier Supplies 103
Pharmaceuticals 103
Online Monitoring 104
Criteria That May Signal a Suspect Distributor 105
Testing Authenticity 108
The Business Case 109
The Board Room Summary 110
Chapter 6 Defending Against Digital Piracy 111
Music 112
Sales Leads 114
Video 116
Cease and Desist 118
Customer Convenience 119
Copy Protection and Digital Rights Management 120
Software 121
Text and Images 125
E Books 125
The Stephen King Experiment 126
News Services 127
Criteria for Identifying Licensing Revenue Opportunities 127
Market Data 129
The Business Case 131
The Board Room Summary 132
xii • Contents
Adopt Experiential Learning 208
Develop a Plan 208
Apathy Is the Enemy 208
Who s Responsible? 209
Stepping Up 210
The Business Case 211
The Board Room Summary 212
Glossary 213
Appendix A: Top Level Domains 221
Appendix B: Sample Affiliate Guidelines 225
Appendix C: Sample Guidelines for Managing Partner Compliance 231
Appendix D: Overview of Peer to Peer (P2P) Networks 235
Appendix E: Sample RFP Scope of Work 239
Appendix F: Sample Cease and Desist Letters 243
Notes 249
Index 259
|
| adam_txt |
; Contents
i
Preface xiii
Acknowledgments xv
Introduction 1
Section One Digital Brand Abuse 5
Chapter 1 The Dark Side 7
Objectionable Content 8
Pornography 8
Adult Entertainment 9
Child Pornography 11
Hate, Violence, and Extremism 12
Gambling 13
Parody 14
Defining "Objectionable" 18
Who's at Risk? 21
What to Do 21
The Business Case 24
The Board Room Summary 26
vim • Contents
Chapter 2 The Opportunities and Threats of Online
Commentary 27
The Rumor Mill 28
Financial Earnings 30
Early Warning 31
Information Security 32
Other Security and Liability Threats 33
The World's Largest Focus Group 34
Activism and "Sucks" Sites 36
Nobody Is Immune 39
Managing Risk 40
Buried Treasure 40
The Business Case 41
The Board Room Summary 42
Chapter 3 Customer Diversion 44
Customer Capture 45
Cybersquatting 45
Typo Piracy 47
Domain Name Administration 50
Arbitration 52
Search Engine Manipulation 52
Invisible Seeding 54
Visible Seeding 54
Spoofing 54
Managing Seeding and Spoofing Issues 55
Paid Placement 56
Adware 58
Mislabeled Links 60
Unsolicited E Mail 61
Keeping the Customer 62
Bringing the Customer Back 66
The Motive 67
Scope of the Problem 68
The Future 69
The Business Case 70
The Board Room Summary 71
Section Two Online Partners and Distribution Issues 73
Chapter 4 Managing Partner Compliance 75
The Customer Experience 76
x . Contenb
Section Three Trust 133
Chapter 7 The Costs of Compromised Privacy and Security 135
Information Collection Technologies 136
Cookies 1^7
Web Beacons 137
Information Security 140
Customer Information Collection 141
Customer Information Storage 142
Corporate Identity Theft 144
Managing Privacy and Security 147
The Business Case 149
The Board Room Summary 150
Section Four Competitive Intelligence 151
Chapter 8 Using Online Competitive Intelligence to
Outmaneuver Competitor Brands 153
The Internet as a Competitive Intelligence Source 154
Brand Presence 155
Brand Reach 156
Competitor Brand Abuse 158
Competitor Absence 158
Linking Relationships 159
Partnerships 159
Recruiting Competitor Partners 160
Online Commentary 162
Collecting the Data 164
Counterintelligence 164
Actionable Information 165
The Business Case 166
The Board Room Summary 167
Section Five Taking Action 169
Chapter 9 How to Use Online Monitoring to Control Your
Brand and Capture Revenue 171
The What Where How Approach 172
What to Search For 172
Where to Search 173
Contents . Xi
How to Search 175
Stakeholders 175
Customer Eyes 177
False Positives 178
Detecting Objectionable Associations 178
Allocation of Resources 181
When to Outsource 182
How to Outsource 184
Company Background 184
Security 185
Scope of Services 186
Partnerships 187
Experience and Qualifications 187
The Business Case 188
The Board Room Summary 189
Chapter 10 Constructing Your Plan of Attack 190
Designing an Effective Approach 191
Step 1: Categorize Incidents by Offender 191
Step 2: Categorize the Abuse 192
Step 3: Prioritize the Incidents 193
Step 4: Determine Whether the Incidents Warrant
Action 194
Step 5: Assign Responsibilities for Taking Action 196
Step 6: Select the Communication 196
Step 7: Secure Approval 199
Step 8: Contact the Offender 200
Step 9: Revisit the Incident 201
Step 10: Take Follow up Action 201
Best Practices in Action 202
Objectionable Content 202
Cybersquatting 203
Unauthorized Brand/Logo Use 203
Partner Noncompliance 203
The Business Case 203
The Board Room Summary 204
Chapter 11 Mobilizing the Forces 206
State of Affairs 206
Raising Awareness 207
Build a Business Case 207
Manage Risk 207
Contents • ix
Changing Dynamics 77
Online Partners 77
Affiliates 79
Suppliers 80
Distributors 84
Third Parties 90
Monitoring Partners 93
Step 1: Prioritization 93
Step 2: Brand Management 94
Step 3: Enforcement 95
The Business Case 95
The Board Room Summary 97
Chapter 5 Counterfeits and Gray Markets 98
Gray Markets 99
Combating Gray Market Activity 101
Counterfeiting 102
Copier Supplies 103
Pharmaceuticals 103
Online Monitoring 104
Criteria That May Signal a Suspect Distributor 105
Testing Authenticity 108
The Business Case 109
The Board Room Summary 110
Chapter 6 Defending Against Digital Piracy 111
Music 112
Sales Leads 114
Video 116
Cease and Desist 118
Customer Convenience 119
Copy Protection and Digital Rights Management 120
Software 121
Text and Images 125
E Books 125
The Stephen King Experiment 126
News Services 127
Criteria for Identifying Licensing Revenue Opportunities 127
Market Data 129
The Business Case 131
The Board Room Summary 132
xii • Contents
Adopt Experiential Learning 208
Develop a Plan 208
Apathy Is the Enemy 208
Who's Responsible? 209
Stepping Up 210
The Business Case 211
The Board Room Summary 212
Glossary 213
Appendix A: Top Level Domains 221
Appendix B: Sample Affiliate Guidelines 225
Appendix C: Sample Guidelines for Managing Partner Compliance 231
Appendix D: Overview of Peer to Peer (P2P) Networks 235
Appendix E: Sample RFP Scope of Work 239
Appendix F: Sample Cease and Desist Letters 243
Notes 249
Index 259 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T14:07:31Z |
| indexdate | 2024-07-09T20:36:28Z |
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| isbn | 0814407544 |
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| spelling | Murray, Brian H. Verfasser aut Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray New York American Management Association 2004 XVI, 268 S. txt rdacontent n rdamedia nc rdacarrier Includes index HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014680306&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Murray, Brian H. Defending the brand aggressive strategies for protecting your brand in the online arena |
| title | Defending the brand aggressive strategies for protecting your brand in the online arena |
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| title_exact_search | Defending the brand aggressive strategies for protecting your brand in the online arena |
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| title_full | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_fullStr | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_full_unstemmed | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_short | Defending the brand |
| title_sort | defending the brand aggressive strategies for protecting your brand in the online arena |
| title_sub | aggressive strategies for protecting your brand in the online arena |
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