Just a decade ago, defending your brand essentially meant ensuring that sidewalk vendors weren't hawking knockoffs of your goods. That has changed drastically with the explosive growth of the Internet, which has revolutionized retailing, but has also made it easier for thieves to hawk counterfeit product.
Leading brands are finding the Internet to be a perfect vehicle for reaching out to their existing customers and finding new customers. The flip side is that for every Internet marketing method there exists a nefarious online activity that exploits the power and goodwill of established brands. For example, rumors and fictitious product information can hurt companies' brands.
Never before have companies faced such a siege on their intellectual property and brands, so the publication of Defending the Brand is timely. In a fascinating depiction of today's threats, the book explains in lay terms how an organization can develop a strategy to fight brand thieves.
The eleven chapters are replete with real-world examples of how companies such as Home Depot and Disney have struggled to protect their brands online. The author furnishes effective advice on how companies can better deal with situations ranging from digital brand abuse to illegal distribution. At 250 pages, Defending the Brand is a quick and fascinating read.
