Brand Protection in the Online World: A Comprehensive Guide

Author: David N. Barnett
Publisher: Kogan Page
Category: E-commerce: Business Aspects, Sales & Marketing Management, Sales & Marketing
Age Group: 15+
Book Format: Paperback

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.

Table Of Contents
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
About David N. Barnett
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.


SKU BK-9780749478698
Barcode # 9780749478698
Brand Kogan Page
Artist / Author David N. Barnett
Shipping Weight 0.4400kg
Shipping Width 0.156m
Shipping Height 0.015m
Shipping Length 0.234m

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