Digital brand abuse
The dark side
Objectionable content
Pornography
Adult entertainment
Child pornography
Hate, violence, and extremism
Gambling
Parody
Defining "objectionable"
Who's at risk?
What to do
The business case
Boardroom summary
The opportunities and threats of online commentary
The rumor mill
Financial earnings
Early warning
Information security
Other security and liability threats
The world's largest focus group
Activism and "sucks" sites
Nobody is immune
Managing risk
Buried treasure
The business case
Boardroom summary
Customer diversion
Customer capture
Cybersquatting
Typo-piracy
Domain name administration
Arbitration
Search engine manipulation
Invisible seeding
Visible seeding
Spoofing
Paid placement
Managing seeding and spoofing issues
Software utility generated advertisements
Mislabeled links
Unsolicited e-mail
Keeping the customer
-Bringing the customer back
Scope of the problem
The future
The business case
Boardroom summary
Online partners and distribution issues
A managing partner compliance
The customer experience
Changing dynamics
Online partners
Affiliates
Suppliers
Distributors
Third parties
Monitoring partners
Step 1: Prioritization
Step 2: Brand management
Step 3: Enforcement
The business case
Boardroom summary
Counterfeits and gray markets
Gray markets
Combating gray market activity
Counterfeiting
Copier supplies
Pharmaceuticals
Online monitoring
Criteria that may signal a suspect distributor
Testing authenticity
The business case
Boardroom summary
Defending against digital piracy
Music
Sales leads
Video
Cease and desist
Customer convenience
Copy protection and digital rights management
Software
Text and images
E-books
The Stephen King experiment
News services
Market data
-The business case
Boardroom summary
Trust
The costs of compromised privacy and security
Information collection technologies
Cookies
Web beacons
Information security
Customer information transmission
Customer information storage
Fraud
Managing privacy and security
The business case
Boardroom summary
Competitive intelligence
Using online competitive intelligence to outmaneuver competitor brands
The internet as a competitive intelligence source
Brand presence
Brand reach
Competitor brand abuse
Competitor absence
Linking relationships
Partnerships
Recruiting competitor partners
Online commentary
Collecting the data
Counterintelligence
Actionable information
The business case
Boardroom summary.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
Defending the brand : aggressive strategies for protecting your brand in the online arena by Brian H. Murray. ISBN 0814407544. Published by AMACOM in 2004. Publication and catalogue information, links to buy online and reader comments.
