Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

287 Pages·2003·4.8 MB·English

by  Brian H. Murray

D E F E N D I N G T H E B R A N D
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D E F E N D I N G T H E B R A N D
Aggressive Strategies
for Protecting Your Brand
in the Online Arena
Brian H. Murray
  
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco
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LibraryofCongressCataloging-in-PublicationData
Murray,BrianH.,1968-
Defendingthebrand:aggressivestrategiesforprotectingyourbrand
intheonlinearena/BrianH.Murray.
p. cm.
Includesindex.
ISBN0-8144-0754-4
1. Brandnameproducts. 2. Trademarkinfringement. 3. Electronic
commerce. 4. Productmanagement. I. Title.
HD69.B7M79 2003
658.8(cid:1)27—dc22
2003014924
(cid:1)2004BrianH.Murray
Allrightsreserved.
PrintedintheUnitedStatesofAmerica.
Thispublicationmaynotbereproduced,
storedinaretrievalsystem,
ortransmittedinwholeorinpart,
inanyformorbyanymeans,electronic,
mechanical,photocopying,recording,orotherwise,
withoutthepriorwrittenpermissionofAMACOM,
adivisionofAmericanManagementAssociation,
1601Broadway,NewYork,NY10019.
Printingnumber
10 9 8 7 6 5 4 3 2 1
Dedicated to the memory of Edmund R. Fischer
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Contents
Preface xiii
Acknowledgments xv
Introduction 1
SectionOne DigitalBrandAbuse 5
Chapter1 TheDarkSide 7
ObjectionableContent 8
Pornography 8
AdultEntertainment 9
ChildPornography 11
Hate,Violence,andExtremism 12
Gambling 13
Parody 14
Defining‘‘Objectionable’’ 18
Who’satRisk? 21
WhattoDo 21
TheBusinessCase 24
TheBoardRoomSummary 26
viii • Contents
Chapter2 TheOpportunitiesand ThreatsofOnline
Commentary 27
TheRumorMill 28
FinancialEarnings 30
EarlyWarning 31
InformationSecurity 32
OtherSecurityandLiabilityThreats 33
TheWorld’sLargestFocusGroup 34
Activismand‘‘Sucks’’Sites 36
NobodyIsImmune 39
ManagingRisk 40
BuriedTreasure 40
TheBusinessCase 41
TheBoardRoomSummary 42
Chapter3 CustomerDiversion 44
CustomerCapture 45
Cybersquatting 45
Typo-Piracy 47
DomainNameAdministration 50
Arbitration 52
SearchEngineManipulation 52
InvisibleSeeding 54
VisibleSeeding 54
Spoofing 54
ManagingSeedingandSpoofingIssues 55
PaidPlacement 56
Adware 58
MislabeledLinks 60
UnsolicitedE-Mail 61
KeepingtheCustomer 62
BringingtheCustomerBack 66
TheMotive 67
ScopeoftheProblem 68
TheFuture 69
TheBusinessCase 70
TheBoardRoomSummary 71
SectionTwo OnlinePartnersandDistributionIssues 73
Chapter4 ManagingPartnerCompliance 75
TheCustomerExperience 76
Contents • ix
ChangingDynamics 77
OnlinePartners 77
Affiliates 79
Suppliers 80
Distributors 84
ThirdParties 90
MonitoringPartners 93
Step1:Prioritization 93
Step2:BrandManagement 94
Step3:Enforcement 95
TheBusinessCase 95
TheBoardRoomSummary 97
Chapter5 CounterfeitsandGrayMarkets 98
GrayMarkets 99
CombatingGrayMarketActivity 101
Counterfeiting 102
CopierSupplies 103
Pharmaceuticals 103
OnlineMonitoring 104
CriteriaThatMaySignalaSuspectDistributor 105
TestingAuthenticity 108
TheBusinessCase 109
TheBoardRoomSummary 110
Chapter6 DefendingAgainstDigitalPiracy 111
Music 112
SalesLeads 114
Video 116
CeaseandDesist 118
CustomerConvenience 119
CopyProtectionandDigitalRightsManagement 120
Software 121
TextandImages 125
E-Books 125
TheStephenKingExperiment 126
NewsServices 127
CriteriaforIdentifyingLicensingRevenueOpportunities 127
MarketData 129
TheBusinessCase 131
TheBoardRoomSummary 132