Screen LibraryGlobal brand integrity management：how to protect your product in today's competitive environment
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| Main Authors: | |
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| Group Author: | |
| Published: |
McGraw-Hill,
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| Publisher Address: | New York |
| Publication Dates: | c2008. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xv, 309 p.: ill. ; 24 cm. |
| ISBN: |
0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper) |
| Index Number: | D997 |
| CLC: |
D997.1 D913.04 F760.5 F273.2 |
| Call Number: | F760.5/P857 |
| Contents: |
Includes index. 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. |