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Global Brand Integrity Management

ISBN10: 0071595341 | ISBN13: 9780071595346

Global Brand Integrity Management
ISBN10: 0071595341
ISBN13: 9780071595346
By Richard Post and Penelope Post

Step 1 . Download Adobe Digital Editions to your PC or Mac desktop/laptop.

Step 2. Register and authorize your Adobe ID (optional). To access your eBook on multiple devices, first create an Adobe ID at account.adobe.com. Then, open Adobe Digital Editions, go to the Help menu, and select "Authorize Computer" to link your Adobe ID.

Step 3. Open Your eBook. Use Adobe Digital Editions to open the file. If the eBook doesn’t open, contact customer service for assistance.

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

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

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