Global brand integrity management how to protect your product in today's competitive environment /
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| Format: | Electronic |
| Language: | English |
| Published: |
New York :
McGraw-Hill,
c2008.
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| Online Access: | Books24x7 ebrary View fulltext via EzAccess MyiLibrary |
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.