- Written by an industry expert who has a unique understanding of the knowledge that brand owners, managers and strategists require regarding online brand protection.
- Discusses the full scope of Internet infringement, focusing on topics which are most relevant to brand owners, managers and strategists.
- Delivers insights into key areas which will allow readers to make the most appropriate online brand protection decisions for their own companies.
- Includes real world examples and a series of information boxes which outline the more technical, in-depth areas of underlining theory in more detail, and which can be consulted in isolation from the rest of the text.
Brand Protection in the Online World
A Comprehensive Guide
Explore the full spectrum of Internet infringement, monitoring and enforcement, providing an overview of the threats most commonly faced online by brands and companies today.
Key features at a glance
EAN: 9780749478698
Edition: 1
Published:
Format: 235x160
280 pages
About the book
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.
About the authors
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 prevent brand abuse online. David's professional history has allowed him to acquire an understanding not only the requirements of the online brand-protection industry, but also the associated methodologies and underlying technologies. David has worked with clients in a broad range of different industry areas, giving him extensive knowledge of the needs of, and the questions typically asked by, brand owners.
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