Controlling Your Brand in the Age of Amazon
The Brand Executive’s Playbook for Winning Online
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Controlling Your Brand in the Age of Amazon
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Lee Goettl
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What does it take for a brand to survive in the new environment of online marketplaces? What controls need to be put in place? What existing sales and operational processes need to change? These questions and more are answered in this book with a combined business and legal perspective.
This book focuses on brands selling on marketplaces in the US and Europe. As legal protections for brands differ around the world, the book focuses on these specific markets where legal protections for brands are well established. For listeners interested in applying brand control worldwide, listeners are encouraged to seek legal guidance for each and every country where they plan to incorporate some form of legal enforcement into their brand control efforts.
Learn how to develop and roll out an online reseller policy that can help you select and align authorized sellers to represent your brand. Learn to implement brand standards to ensure consistency across all online marketplaces. Learn how to align your internal stakeholders and authorized sellers to support a sales strategy that addresses the unique pressures of online marketplaces.
©2020 James Thomson, Whitney Gibson (P)2021 James Thomson, Whitney Gibson