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Author: David N. Barnett
Publisher: Kogan Page Publishers
ISBN: 0749478705
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.
Author: David N. Barnett
Publisher: Kogan Page Publishers
ISBN: 0749478705
Category : Business & Economics
Languages : en
Pages : 280
Get Book Here
Book Description
The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.
Author: Steven Ustel
Publisher:
ISBN: 9781702437509
Category :
Languages : en
Pages : 304
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Book Description
Digital Brand Protection: Investigating Brand Piracy & Intellectual Property Abuse provides a framework for rightsholders to protect and commercialise assets in the digital economy. Digital brand protection is a mindset, not a narrow discipline; an approach which emboldens brands and creativity. When it comes to digital brand protection, this book invites you to consider the bigger picture encapsulating all elements of brand IP, brand building and digital culture. Brand piracy is charted across the major areas and platforms which concern brand owners, with over 40 Case Studies included to illuminate the discussion with practical insight, tips and best practices in implementing a successful brand protection strategy. The book bridges the gap between brand protection and brand strategy, enabling decision-makers to contextualise infringements and take appropriate steps which maximise the overall impact of digital brand protection activities. With the digitisation of society has come the rise of brands. Brands are one of the most powerful and long-lasting ways of creating value for a company. The internet enables small and medium businesses to access a wider market than ever before, directly connect with customers and build brands with purpose. Social networks, smartphones, cyber-libertinism, the growth of digital entrepreneurship, the explosion of E-Sports and the constantly connected lifestyle have led to an irreversible transformation in how consumers engage with a brand. The direct-to-consumer channel is rapidly evolving; individuals are becoming brands, including content creators, influencers and key opinion leaders; and even 'causes' have become branded. With this in mind, brand protection cannot be blind to digital culture. The investigation techniques in this book are woven with an appreciation of the online world, digital norms and hyper-connectivity of cyberspace. Combining technical proficiency with cultural understanding is vital in developing a modern brand protection strategy; not only to remove infringements, but proactively prevent future abuses.Intellectual property law can be controversial. Especially when applied online. An entrenched pro-piracy movement has grown with a conceptual belief that everything on the internet is, or should be, free of charge. Support for piracy grew in large part due to overly strong-arm tactics used by some industries in defending their own interests. Unfortunately, digital IP debates tend to pitch the rights of individuals against the rights of large industries. These industries are populated by a shrinking number of organisations which have grown to dominate the digital economy. Intellectual property, at its heart, protects imagination and creativity. A smart IP regime inspires inventiveness and rewards ingenuity. Intellectual property law is intended to protect individual creatives and SMEs just as much as large rightsholders. Scale is merely relative. Fairness is the issue at stake. This book has been written with action in mind, a reference guide prior to an investigation or to stimulate new ideas when all the current lines of enquiry seem to be exhausted. Investigators tend to go deep into the rabbit hole when conducting their research, opening hundreds of tabs in their browser of choice and following the untrodden path. This work is essential reading for content creators, digital entrepreneurs, influencers, inventors, practitioners and brand owners of all sizes. Online resource centre: https://www.ustels.com/digital-brand-protection/
Author: Jennifer C. Wolfe
Publisher: John Wiley & Sons
ISBN: 1118312627
Category : Law
Languages : en
Pages : 272
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Book Description
An essential guide to navigating the shifting Internet landscape The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape? In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet. Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others Looks at relevant situations your corporation may deal with in creating new brands Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world Offers ideas to consider disruptive innovation in expanding .com into .anything The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.
Author: World Intellectual Property Organization
Publisher: WIPO
ISBN: 9280511432
Category : Law
Languages : en
Pages : 142
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Book Description
Report ... addresses the far-reaching impact that digital technologies, the Internet in particular, have had on intellectual property (IP) and the international IP system.
Author: Wilson, Jeremy M.
Publisher: Edward Elgar Publishing
ISBN: 1839105828
Category : Social Science
Languages : en
Pages : 304
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Book Description
Product counterfeits and other brand infringements represent a growing and substantial risk to firms, consumers, and society. While policing such illicit activity is important, there is much that firms can do to protect themselves and their customers. Grounded in field research and practice, this book presents a total business solution approach to brand protection that enables firms to prevent infringement from occurring and respond efficiently when it does.
Author: Cheryl Lorraine Hodgson
Publisher: Brandaide Press
ISBN: 9780998882635
Category : Business & Economics
Languages : en
Pages : 106
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Book Description
Registered trademarks provide online security for valuable intangible brand assets. A registered trademark stakes out your exclusive rights for the goods and services you sell. Up to 50% of the purchase price paid to acquire a business is for the brand and other intangibles. Business good will is a real asset, the most valuable asset your business will create and own. A plan to protect your brand is more than a smart business move, it can make the difference in the life and health of your business. A strong trademark registration serves to bullet proof your brand against cyber theft and third-party infringements. It is an essential weapon to protect products in today's online market places, and safeguard rights of service brands being marketed online. A strong portfolio of trademarks become valuable business assets that insure the good will of your business, and form the cornerstone upon which to leverage wealth and create a legacy for your business and your family.For the first time, a leading trademark attorney has developed a simple, easy to follow the three-step process to secure a registered trademark. This consumer guide will allow you to Select. Secure. Sustain.a brand that achieves outstanding results and makes an impact upon your clients and those you serve.The author has carefully reimagined tried and proven trademark registration principles brought to life with real life examples, designed to empower business owners and entrepreneurs with the tools necessary to develop and sustain a best in class brand. Learn how the major brands use registered trademarks to leverage business value, and build a portfolio of that increases the bottom line and grow business value.In this integrity driven guide, you will learn:What is a trademark, and why and when you should register your brand names.The types of brand names that qualify for a registered trademark, and which do not.The steps to success when registering a trademark.Reasons your application will be refused and how to avoid the rejection.How to avoid being misled or scammed. Side-step bad advice and find and expert you can trust.
Author: Peggy E. Chaudhry
Publisher: Edward Elgar Publishing
ISBN: 1785366459
Category : Business & Economics
Languages : en
Pages : 513
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Book Description
This unique Handbook provides multiple perspectives on the growth of illicit trade, primarily exploring counterfeits and internet piracy. It includes expert opinion on a wide range of topics including the evaluation of key global enforcement issues, government and private-sector agency initiatives to stifle illicit trade, and the evolution of piracy on the internet. The authors also assess the efficacy of anti-counterfeiting strategies such as targeted consumer campaigns, working with intermediaries in the supply chain, authentication technology, and online brand protection.
Author: Jan-Benedict Steenkamp
Publisher: Springer
ISBN: 1349949949
Category : Business & Economics
Languages : en
Pages : 331
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Book Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Author: Simon Anholt
Publisher: Routledge
ISBN: 1136426078
Category : Business & Economics
Languages : en
Pages : 185
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Book Description
Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
Author: Thorsten Staake
Publisher: Springer Science & Business Media
ISBN: 3540769471
Category : Computers
Languages : en
Pages : 231
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Book Description
The book constitutes a unique combination of in-depth insights into the counterfeit market, best-practice strategies, novel management tools, and product protection technologies. It provides both the insights required to develop effective brand and product protection strategies, and the insights that are required to effectively respond to counterfeit trade. Key benefits are the unbiased analysis of the counterfeit market, the strong focus on assisting practitioners to deal with the challenge, and the high standard of research that supports the presented findings.
