Using the law to protect the brand on social media sites A three 'M's framework for marketing managers

Ross D. Petty

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Using the law to protect the brand on social media sites A three 'M's framework for marketing managers

机译：使用法律保护社交媒体网站上的品牌营销经理的三个“ M”框架

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Purpose - The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties. Design/methodology/approach - Qualitative research of articles, news stories, court decisions and statutes was conducted. Various legal concerns and theories were developed from this information. Findings - The various legal theories were organized into a three-category framework: Monitoring; 'Mposters; and Message. Practical implications - This framework should be useful to brand managers to protect their brand against unauthorized use, imitation or unfavourable affiliations in social media. Originality/value - This work is the first to develop a managerial framework of legal issues to address unauthorized and unfavourable use of a brand identity in social media.

机译：目的-本文的目的是研究可用于保护品牌免受第三方有害和未经授权的社交媒体使用的法律概念和理论。设计/方法/方法-对文章，新闻报道，法院判决和法规进行了定性研究。从这些信息中得出了各种法律问题和理论。调查结果-各种法律理论被分为三类框架：监控； 'Mposters；和消息。实际意义-该框架对于品牌经理应该有用，以保护其品牌免受社交媒体的未经授权的使用，模仿或不利的隶属关系。原创性/价值-这项工作是第一个开发法律问题的管理框架，以解决在社交媒体中未经授权和不利地使用品牌标识的问题。

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来源
《Management research review》 |2012年第9期|p.758-769|共12页
作者
Ross D. Petty;
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作者单位

Division of Accounting and Law, Babson College, Bdbson Park, Massachusetts, USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
brand management; legislation; law; social media; brand protection;

机译：品牌管理;立法;法;社交媒体;品牌保护;

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Using the law to protect the brand on social media sites A three 'M's framework for marketing managers

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