| Description |
xv, 309 pages : illustrations ; 23 cm |
| 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 |
| Summary |
"Global Brand Integrity Management delivers a blueprint for developing and maintaining an integrity program that preserves your brand's reputation, ensures product protection, and increases your competitiveness in the global marketplace. Drawing on their three decades of experience, Richard Post and Penelope Post distill valuable lessons learned - extracted from hundreds of projects and at a cost of billions of dollars in brand-related losses to global businesses - into the Eight Laws of Brand Integrity."--BOOK JACKET |
| Notes |
Includes index |
| Subject |
Brand name products -- Management.
|
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Brand name products.
|
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Product counterfeiting -- Prevention.
|
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Product management.
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Trademark infringement -- Prevention.
|
| Author |
Post, Penelope N.
|
| LC no. |
2007009029 |
| ISBN |
0071494448 |
|
9780071494441 (hardcover : alk. paper) |
|
