TITLE : GLOBAL BRAND INTEGRITY MANAGEMENT: HOW TO PROTECT YOUR PRODUCT IN TODAY'S COMPETITIVE ENVIRONMENT.

 
CHAPTER	1
Rethinking the Business Model with Brand Integrity:
An Organizing Concept											9
 
CHAPTER	2
Brand integrity is more than legal protection 					29
 
CHAPTER	3
If a product Is valuable, Somebody Will Try to Take
Your Profits 													45
 
CHAPTER	4
If You Do Not Protect Your Products,
Nobody Will Do It for You 										85
 
CHAPTER	5
If You Wait until Your products Are attacked,
You Will Lose 													119
 
CHAPTER	6
Protect Your Products, and the Bad Guys?
Will Attack Your Competition 									145
 
CHAPTER	7
Your Own Products Are Often Your Largest Competitors
for Profits														163
 
CHAPTER	8
Continually Monitor the Marketplace to Lower
Risk and Increase Profits 										185
 
CHAPTER	9
Brand Integrity as a Basic Management Tool 						213
 
CHAPTER	10
Setting Up and Managing a Brand Integrity Program				251
 
CHAPTER	11
Questions the CEO Should Ask about BI Metrics					281
 
INDEX															303