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Defending your Brand "How Smart Companies use Defensive Strategy to Deal with Competitive Attacks"

Defending your Brand "How Smart Companies use Defensive Strategy to Deal with Competitive Attacks"

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  • ISBN:9781137278753
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:304
  • Idiomas:Ingles,Inglés

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Competitors take any and every opportunity they can to deride and dominate their opponents in the marketplace. While all companies strive to create innovative and aggresive campaigns to make gains in the market, the smart companies - the ones that thrive - make sure to create a defense strategy that is just as strong, if not stronger, to maintain the ground when push comes to shove. Indeed, a good defense is far more important than a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Here Calkins shows business leaders how to create and maintain a defensive strategy using real life examples from major global companies including: * how to understand and get competitive intelligence * how to determine if your brand or company is at risk * how to create a defensive strategy * limiting risk and preventing a trial * understanding your own IP as a weapon.

1. Introduction 2. The Threat 3. The Financial Challenge 4. Know Your Enemy 5. Competitive Intelligence 6. The Key Question 7. Planning the Defense 8. Stopping the Launch 9. Blocking Distribution 10. Limiting Awareness 11. Preventing Trial 12. Fighting Repeat 13. Defense Never Ends 14. Defensive Strategy for Innovators 15. A Cautionary Word about Competition Law

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