Global Brand Integrity Management

by Richard S. Post, Penelope N. Post

Overview

Does your management strategy protect your brand?

Who will be the new global business leaders? Those who understand that managing brand and product integrity is crucial to long-term market and financial success.

Global Brand Integrity Management presents a blueprint for protecting the core revenue-related assets of your company-brand, product, and information-in the global marketplace. Authors Richard Post and Penelope Post explain why and how to implement a brand/product integrity program, translating security practice into management principles that lower risk, ensure authenticity of products, enhance brand awareness and loyalty, and, ultimately, increase profitability and shareholder value.

Among the tools for developing and maintaining your program:

• Questions CEOs should ask their executives about product integrity
• Methods for capturing the attention of employees and measuring their performance
• Risk profiles for key assets developed at each stage of a product's life cycle
• Best practices for cost-effective, day-to-day management of a brand or product
• International case studies that illustrate specific problems and the implementation measures taken to protect the brand or product

Product Details

ISBN-13:	9780071595346
Publisher:	McGraw Hill LLC
Publication date:	11/02/2007
Sold by:	Barnes & Noble
Format:	eBook
Pages:	224
File size:	1 MB

About the Author

Richard S. Post, PhD, CPP, is the founder of Brand Protection Associates. He has conducted major investigations around the world regarding IP theft, trade secret losses, and ethics violations. Dr. Post is a sought-after international speaker on brand protection.

Penelope N. Post has worked extensively in channel management for high-tech companies. She has worked with Dr. Post on hundreds of crisis management situations and brand/product and information theft problems. She is also a sought-after speaker.

Penelope N. Post has worked extensively in channel management for high-tech companies. She has collaborated with Dr. Post on hundreds of crisis management situations and brand/product and information theft problems. She is also a sought-after speaker.

Table of Contents

1. Brand integrity is more than legal protection

2. If product is valuable, someone will try to take your profits

3. If you don’t protect your products, nobody will do it for you

4. If you wait until your products are attacked, you will lose

5. Protect your products and the “bad guys” will attack your competition

6. Your own products are often your largest competition

7. Monitor the marketplace to lower risk and increase profits

8. Brand integrity is a basic management tool

9. How to design and manage a brand integrity program

10. Questions that should be asked to determine brand integrity metrics