Global Brand Integrity Management: How to Protect Your Product in Today's Competitive Environment

by Penelope N. Post and Richard S. Post

Foreword by Larry Malloy, Vice President of Brand Integrity, Johnson & JohnsonIncludes international case studiesOffers specific metrics that can be used for brand protection polices This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0071494448
• ISBN13: 9780071494441
• Release Date: October 2007
• Publisher: McGraw-Hill
• Length: 309 Pages
• Weight: 1.45 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"

Customer Reviews

Gotta have it!

In today's digital environment, companies are looking almost exclusively to technology for protecting their sensitive and/or proprietary information. This is good for information security purposes, but it does not address the full threat left unresolved by the absence of good operations security practices. It is just as easy for your critical information (technology, process, strategic plans, etc.) to walk out the front door of your company every day, along with the related margin or brand equity losses, as it is over the network. Global Brand Integrity provides a comprehensive (organizational and technology) approach to protecting the profitability and strategic competitive advantage you have built into the brand of your company. After reading this book, you will undoubtedly look upon your own company, challenging why some of these well founded processes are not currently integrated into your product planning requirements. I don't know why this is not taught in more business schools around the world.

Must-read for consumer products companies

A few weeks ago I got hold of a copy of this book. I was especially interested in any additional information I could get regarding current thinking on how to combat Product Counterfeiting and Gray Market Diversion. What I got was a thoughtful, well-executed development of the issues and problems in the Brand Integrity arena - but most importantly, a step-by-step discussion of what to do about the problems. Up to now, attacking these issues was the provence of high-dollar consultants who charge a lot to run down culprits. The problem is that in the corporate environment these days, nobody is keen on hunting the guilty. The issue is how to keep from being victimized in the first place. Richard Post hits the nail on the head with his approach to these issues. The most important part of the book is that the overall logical approach lends itself to development of a succinct PowerPoint presentation for senior management with ample support and references to substantiate the approach that Post advocates. We are dealing with our problems using the Post approach and it works.