Whitepaper
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The Measure of a Brand: The Online Challenge

Authored by:
Michael M. Kiefer, Senior Vice President
BD-BrandProtect

Kevin Joy, Vice President
BD-BrandProtect
&
Andrew Zimakas, Managing Director
Brand Finance Canada

Table of Contents

• The value of a brand
• The dollar value behind the brand
• Setting the precedent
• A growing need
• Tackling a global challenge
• The starting point
• Dealing with the aftermath
• Policing the online world
• Appendix 1: Steps to proper brand protection
• Appendix 2: What it takes to police branding on the Internet
• Appendix 3: Brand rankings for 2007
• About BD-BrandProtect
• About Brand Finance
• About the authors

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