Brand Protection in the Online World

A Comprehensive Guide
1. Auflage 2016
ISBN: 978-0-7494-7869-8
Verlag: Kogan Page

Buch, Englisch, 280 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 433 g

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.

Autoren/Hrsg.

Barnett, David N

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Barnett, David N
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 Search-Find-Stop brand abuse online. David's professional history has allowed him to acquire a unique combination of knowledge and experience, in understanding not only the requirements of the online brand-protection industry, but also the associated methodologies and underlying technologies.

Much of David Barnett's career in brand protection has also involved working with current and prospective clients in a broad range of different industry areas (in both pre-sales and analyst contexts), giving him extensive knowledge of the needs of, and the questions typically asked by, brand owners.

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.