DEFENDING THE BRAND: Aggressive Strategies for Protecting

288 Pages·2005·7.38 MB·English

by  Brian H. Murray

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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
Shanghai • Tokyo • Toronto • Washington,D.C.
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organizations.Fordetails,contactSpecialSalesDepartment,
AMACOM,adivisionofAmericanManagementAssociation,
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Website:www.amacombooks.org
Thispublicationisdesignedtoprovideaccurateandauthoritative
informationinregardtothesubjectmattercovered.Itissoldwiththe
understandingthatthepublisherisnotengagedinrenderinglegal,
accounting,orotherprofessionalservice.Iflegaladviceorotherexpert
assistanceisrequired,theservicesofacompetentprofessionalperson
shouldbesought.
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