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

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Summary: If your business has a web page you should read this
Review: "Defending the Brand" is the definitive work in the field of protecting your brand presence on the Internet. I have read several books on Internet Security, site hijacking, and other problems of the Internet and even hold a security certification. I am not aware of any other book on the market today that explains so well the problems of malicious hackers and pranksters and how quickly they can destroy your brand name. The book is full of example after example of real-life problems that others have faced and solid advice on how to handle each of the various situations. Of course, it also has sound, positive steps you can take to help protect your brand from problems to begin with. Author Brian Murray doesn't give basic advice that is supposed to fit every situation but helps the reader to determine what factors make a situation warrant action, which ones are better off left alone, which ones might require legal action, and which ones trying to get a legal letter so they can further defame your brand name. Every business with an Internet presence should have a copy of this book. Using the Internet it is now possible to lose many years of positive customer relations in a matter of just a few days. You are responsible for knowing how to protect your company and yourself and this book will open your eyes.

Rating:
Summary: If your business has a web page you should read this
Review: "Defending the Brand" is the definitive work in the field of protecting your brand presence on the Internet. I have read several books on Internet Security, site hijacking, and other problems of the Internet and even hold a security certification. I am not aware of any other book on the market today that explains so well the problems of malicious hackers and pranksters and how quickly they can destroy your brand name. The book is full of example after example of real-life problems that others have faced and solid advice on how to handle each of the various situations. Of course, it also has sound, positive steps you can take to help protect your brand from problems to begin with. Author Brian Murray doesn't give basic advice that is supposed to fit every situation but helps the reader to determine what factors make a situation warrant action, which ones are better off left alone, which ones might require legal action, and which ones trying to get a legal letter so they can further defame your brand name. Every business with an Internet presence should have a copy of this book. Using the Internet it is now possible to lose many years of positive customer relations in a matter of just a few days. You are responsible for knowing how to protect your company and yourself and this book will open your eyes.

Rating:
Summary: Defending the Brand
Review: After reading this book, I have an entirely new perspective on Internet branding issues. Defending the Brand was eye opening in that it provides a glimpse into an area of branding that few of us want to admit even exists. It exposes all the ways in which brands are abused online, while also showing you how to capitalize on opportunities. The book includes an inside view into many tricks of the trade, expanding beyond the classic cybersquatting and metatagging problems and addressing some of the more challenging online brand issues faced by companies today- things that can alienate a business' customers such as adware, paid placement, spam, partner compliance, and even fraud. Since the book is filled with lots of real stories and examples, I found it to be an entertaining and easy read. Also appreciated the many best practices and useful tips, and the usiness cases in each chapter that illustrate the monetary impact of the issues covered.
All in all, this is a true must read for executives that want to understand what's happening to their brand today, for anyone in the branding and advertisement space, as well as trademark and IP attorneys.

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Summary: Do you have a problem?
Review: I bought this book after reading the excellent review of branding expert Martin Payne- you can find it at www.poolonline.com/books/books64.html. Payne was right when he described Murray's book at immensely readable and entertaining. The examples are awesome. Plain and simple this is a book about real branding problems and how to solve them. I highly recommend it.

Rating:
Summary: Defend the Brand
Review: Mr. Murray has changed my strategy on protecting our image and reputation in the marketplace. I knew that we had to closely monitor the use and licensing of our brand in the off-line world but this book opened my eyes to the on-line marketplace. There is nothing more valuable than our companies reputation and as a result of the great examples given, I've changed the way our digital marketing group operates with the Internet. Thanks Brian for this valuable contribution to preserving our shareholders investment.

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Summary: Read this book if you want to save your companies reputation
Review: Mr. Murray has changed my strategy on protecting our image and reputation in the marketplace. I knew that we had to closely monitor the use and licensing of our brand in the off-line world but this book opened my eyes to the on-line marketplace. There is nothing more valuable than our companies reputation and as a result of the great examples given, I've changed the way our digital marketing group operates with the Internet. Thanks Brian for this valuable contribution to preserving our shareholders investment.

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Summary: Good phishing resource
Review: Our company has been the victim of phishing attacks and it has been hard finding books that can help. Def the Brand was recommended to me by a friend and it has been very useful for some aspects. Defending the brand is not only valuable for marketing and legal professionals but I would call it a must read for security professionals given the changes in what we are dealing with. The book does a good job covering the different ways that other people on the Internet can use/abuse your corporate identity.

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Summary: Highly Recommended for Marketing Professionals
Review: There are lots of books out there that describe the way branding, advertising and customer experiences are intended to work online but this is the first one I've read that shows how in the real world the theoretical models can be manipulated or subverted. Murray explains how to calculate how much some of the brand abuse that happens can cost your company, and how to defend your brand and avoid these costs. It is loaded with real examples and stories so I found it very enjoyable to read. The glossary and samples in the appendix will also be handy. Anyone working in marketing today needs to read this book.

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Summary: Defending the Brand-Aggressive Strategies for Protecting you
Review: This is an extraordinary book with a great balance between theory, strategies, examples and "how to" guidelines.
I learnt about the unscrupulous ways Brands are attacked on the Internet, what I must do in my day-to-day job to defend the brands I am responsible for.
It is a practical book that I will use everyday. It shows that the author has seen it and done it before. It is a book written by somebody with a tremendous experience.
I recommend it to everybody whose job is in Branding/Marketing or Legal with Trademark or IP responsibilities.
DR

Rating:
Summary: Defend the Brand
Review: Wow, this book provides a tremendous amount of insite into the world of online brand management. New technology has created a new set of issues for brand managers and IP counsel. Ten years ago cybersquating, meta tag abuse and typo-piracy certainly weren't in my vocablulary. This is very informative book from someone who is very knowledgeable of what is going on in the online area......