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Protecting Brand Equity: Mastering the Legal Aspects of Business

Reference: HBS-8159BC-E
Number of pages: 26
Publication Date: Feb 19, 2008
Source: HBSP (USA)
Type of Document: Book Chapter

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Description

Customers' trust in a brand can represent enormous value for the corporation. This chapter explores ways to protect brand equity from erosion due to product defects, unfair trade practices, deceptive advertising, and invasions of customer privacy. This chapter is excerpted from "Winning Legally: How to Use the Law to Create Value, Marshal Resources, and Manage Risk."

Keywords

Brand equity Business law Customer relationship management Risk management