Research Catalog

Global brand integrity management : how to protect your product in today's competitive environment

Title
Global brand integrity management : how to protect your product in today's competitive environment / Richard S. Post and Penelope N. Post.
Author
Post, Richard S.
Publication
New York : McGraw-Hill, [2008], ©2008.
Supplementary Content
Publisher description

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Additional Authors
Post, Penelope N.
Description
xv, 309 pages : illustrations; 24 cm
Summary
"Global Brand Integrity Management delivers a blueprint for developing and maintaining an integrity program that preserves your brand's reputation, ensures product protection, and increases your competitiveness in the global marketplace. Drawing on their three decades of experience, Richard Post and Penelope Post distill valuable lessons learned - extracted from hundreds of projects and at a cost of billions of dollars in brand-related losses to global businesses - into the Eight Laws of Brand Integrity."--BOOK JACKET.
Subjects
Note
  • Includes index.
Contents
Ch. 1. Rethinking the Business Model with Brand Integrity: An Organizing Concept -- Ch. 2. Brand Integrity Is More Than Legal Protection -- Ch. 3. If a Product Is Valuable, Somebody Will Try to Take Your Profits -- Ch. 4. If You Do Not Protect Your Products, Nobody Will Do It for You -- Ch. 5. If You Wait until Your Products Are Attacked, You Will Lose -- Ch. 6. Protect Your Products, and the Bad Guys Will Attack Your Competition -- Ch. 7. Your Own Products Are Often Your Largest Competitors for Profits -- Ch. 8. Continually Monitor the Marketplace to Lower Risks and Increase Profits -- Ch. 9. Brand Integrity as a Basic Management Tool -- Ch. 10. Setting Up and Managing a Brand Integrity Program -- Ch. 11. Questions the CEO Should Ask about BI Metrics.
ISBN
  • 9780071494441 (hardcover : alk. paper)
  • 0071494448
LCCN
2007009029
OCLC
  • 85814097
  • ocm85814097
  • SCSB-9035119
Owning Institutions
Columbia University Libraries