Brand Protection in the Online World: A Comprehensive Guide

ISBN-13: 9780749478698 / Angielski / Miękka / 2016 / 280 str.

David N. Barnett

Opis

The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.

Recenzje

"

This is the ultimate handbook for every online brand protection focused individual - be that a brand owner or a vendor side trusted advisor. It is incredibly comprehensive, outlining all the key areas of importance for those creating a strong online intellectual property and brand protection strategy.

Understanding where online brand abuse occurs and knowing how to enforce effectively is the key to having a strong online brand presence. David's book offers an informative breakdown of each area of brand infringement and gives the reader a roadmap to taking the appropriate action.

At last we have a hugely valuable and comprehensive dossier of online brand abuse in all its forms and how a company can take appropriate action to combat this abuse. I have worked within the online brand protection world for the last ten years and this book is the first of its kind - comprehensive, educational, advisory and informative.

Online Brand Protection demystified for everyone involved in digital brand management.

" Lisa Deegan, Online Brand Protection Trusted Advisor; Sales Director Online Brand Protection and Anti-Piracy, MarkMonitor (2006-2014)

Spis treści

• • Chapter - 01: Introduction;
  • Chapter - 02: Domain Names;
  • Chapter - 03: General Brand Use and Abuse;
  • Chapter - 04: E-Commerce Activity and Marketplaces;
  • Chapter - 05: Social Media;
  • Chapter - 06: Online Fraud;
  • Chapter - 07: Digital Piracy;
  • Chapter - 08: Mobile Apps;
  • Chapter - 09: Sponsored-Ad Monitoring;
  • Chapter - 10: Affiliate Monitoring;
  • Chapter - 11: 'Deep' and 'Dark' Web;
  • Chapter - 12: Additional and Future Areas of Interest

O autorze

David N. Barnett has spent the last 12 years as Head of Analysis and Consultancy at NetNames, a leading global provider of online brand protection and domain name strategy, assisting global brands to Search-Find-Stop brand abuse online. David's professional history has allowed him to acquire a unique combination of knowledge and experience, in understanding not only the requirements of the online brand-protection industry, but also the associated methodologies and underlying technologies.

Much of David Barnett's career in brand protection has also involved working with current and prospective clients in a broad range of different industry areas (in both pre-sales and analyst contexts), giving him extensive knowledge of the needs of, and the questions typically asked by, brand owners.