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

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Average Rating
Publisher:
McGraw-Hill,
Pub. Date:
c2008.
Language:
English
Description

Does your management strategy protect your brand?

Who will be the new global business leaders? Those who understand that managing brand and product integrity is crucial to long-term market and financial success.

Global Brand Integrity Management presents a blueprint for protecting the core revenue-related assets of your company-brand, product, and information-in the global marketplace. Authors Richard Post and Penelope Post explain why and how to implement a brand/product integrity program, translating security practice into management principles that lower risk, ensure authenticity of products, enhance brand awareness and loyalty, and, ultimately, increase profitability and shareholder value.

Among the tools for developing and maintaining your program:

  • Questions CEOs should ask their executives about product integrity
  • Methods for capturing the attention of employees and measuring their performance
  • Risk profiles for key assets developed at each stage of a product's life cycle
  • Best practices for cost-effective, day-to-day management of a brand or product
  • International case studies that illustrate specific problems and the implementation measures taken to protect the brand or product
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ISBN:
9780071595346
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Grouping Information

Grouped Work ID 1a7099ea-1d80-4f38-9f33-61e94d59b968
full_title global brand integrity management how to protect your product in todays competitive environment
author post richard s
grouping_category book
lastUpdate 2016-12-14 05:06:52AM

Solr Details

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auth_author2 Post, Penelope N.
author Post, Richard S.
author-letter Post, Richard S.
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author_additional Richard S. Post and Penelope N. Post.
author_display Post, Richard S
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oclc (OCoLC)183216293
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primary_isbn 9780071595346
publishDate 2008
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subject_facet Brand name products, Product counterfeiting -- Prevention, Product management, Trademark infringement -- Prevention
table_of_contents 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.
target_audience Other
target_audience_full Other
title Global brand integrity management how to protect your product in today's competitive environment
title_display Global brand integrity management how to protect your product in today's competitive environment
title_full Global brand integrity management [electronic resource] : how to protect your product in today's competitive environment / Richard S. Post and Penelope N. Post
title_short Global brand integrity management
title_sort global brand integrity management how to protect your product in today's competitive environment
title_sub how to protect your product in today's competitive environment