Brand Protection: Understanding and Managing Threats to Your Brand

Brand Protection pulls together the guidance on the legal protection of a brand's value. The first part of the book establishes the basis for this value and how it is generated - this includes both the tangible and intangible elements of brand value. Part Two covers all of the threats faced by brands and explains how to counter them; these include everything from counterfeiting and parallel trading to product contamination and defamation. Part Three covers the legal issues related to brand management and explains the importance of trade mark registration and how to create a registration strategy. Part Four covers good management practice relating to brand protection including subjects such as market monitoring, using litigation and so on. Part Five explains how to exploit your brand, through licensing and extensions, franchising, co-branding in a way that minimizes and avoids the threats that might be raised by these activities.