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Chapter from: "Winning Legally: How to Use the Law to Create Value, Marshal Resources, and Manage Risk"
Published by: Harvard Business Publishing
Published in: 2008

Abstract

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'.

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Abstract

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'.

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