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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: Steven Ustel
Publisher:
ISBN: 9781702437509
Category :
Languages : en
Pages : 304
Get Book Here
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: 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: 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: Ray Rothrock
Publisher: AMACOM
ISBN: 081443925X
Category : Computers
Languages : en
Pages : 272
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Book Description
In the Digital Age of the twenty-first century, the question is not if you will be targeted, but when. Are you prepared? If not, where does one begin? For an enterprise to be fully prepared for the immanent attack, it must be actively monitoring networks, taking proactive steps to understand and contain attacks, enabling continued operation during an incident, and have a full recovery plan already in place. Cybersecurity expert Ray Rothrock has provided for businesses large and small a must-have resource that highlights: the tactics used by today’s hackers, vulnerabilities lurking in networks, and strategies not just for surviving attacks, but thriving while under assault. Businesses and individuals will understand better the threats they face, be able to identify and address weaknesses, and respond to exploits swiftly and effectively. From data theft to downed servers, from malware to human error, cyber events can be triggered anytime from anywhere around the globe. Digital Resilience provides the resilience-building strategies your business needs to prevail--no matter what strikes.
Author: Daniel Rowles
Publisher: Kogan Page Publishers
ISBN: 074946996X
Category : Business & Economics
Languages : en
Pages : 232
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Book Description
Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.
Author: Michel Chevalier
Publisher: John Wiley & Sons
ISBN: 1119706289
Category : Business & Economics
Languages : en
Pages : 544
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Book Description
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
Author: Susan Singleton
Publisher: Bloomsbury Publishing
ISBN: 1526512688
Category : Computers
Languages : en
Pages : 339
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Book Description
Since the last edition ten years ago the pace of technological and legal change has stepped up even more than before with previous editions. New legislation is in force such as the General Data Protection Regulation (GDPR) and UK Data Protection Act 1998 and from 1 January 2021 "UKGDPR". The UK Information Commissioner has been looking closely at "Ad Tech" and what has become known as "big data" and how data are gathered on-line. Intellectual Property law in the ecommerce area has also changed. There is a very recently agreed new EU copyright directive which is due to be implemented in the 27 EU member states (but not the UK) in 2021. The post-Brexit transition period expired on 31 December 2020 which has implications for the application of ecommerce law in a number of different areas which are all addressed in the new addition. The 2010 EU vertical regulation and guidelines have recently been built on with the EU "geo-blocking" regulation and the related EU Commission's initiatives in relation to ecommerce in the anti-trust area. In 2020 the UK implemented changes in relation to EU law in the revised 2018 Audiovisual Media Services Directive (AVMS) through the Audiovisual Media Services Regulations 2020 which are addressed in the new edition as post-Brexit the UK is retaining this legislation. Other updates include the distance selling legislation in the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 and the Consumer Rights Act 2015 which came into force since the last edition.
Author: Annabeth Aagaard
Publisher: Springer
ISBN: 3319969021
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
This innovative edited collection explores digital business models (DBMs) in theory and practice to contribute to knowledge of how companies, organizations and networks can design, implement and apply DBMs. It views DBMs in a range of contexts and forms, which can be integrated in a number of ways, and aims to inspire and enable academics, students and practitioners to seize the opportunities posed by digital business models, technologies and platforms. One of the first and comprehensive contributions to the field of DBMs and digital business model innovations (DBMI), the authors discuss the opportunities, challenges, technologies, implementation and value creation, customer and data protection processes of DBMs in different contexts.
Author: Michael Hanke
Publisher: Routledge
ISBN: 1317336984
Category : Business & Economics
Languages : en
Pages : 611
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Book Description
From the few tickets that were sold by Alaska Airlines and former British Midland in December 1995 via the industry’s first airline booking engine websites, global online travel has grown to generate today more than half a trillion dollars in annual revenue. This development has brought significant changes to the airline business, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling but also as a platform to offer unique services and capabilities that have no counterpart in the physical world. This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline’s ongoing digital transformation. Digital properties & features E-marketing E-sales & distribution Web customer service E-commerce organization E-commerce strategy Written by an airline e-commerce expert and illustrated with numerous examples of leading airlines in this area, Dr. Hanke provides for comprehensive "behind-the-scenes" details of how airline e-commerce works. This book is a crucial companion for students and practitioners alike because it allows the reader to acquire a thorough foundation of airline e-commerce. Furthermore, the book enables the reader to appreciate the ramifications of airline e-commerce in certain corporate areas and to take effective action for a successful e-commerce strategy.
Author: S M A Moin
Publisher: Springer Nature
ISBN: 3030590852
Category : Business & Economics
Languages : en
Pages : 113
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Book Description
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
