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Protecting Your Brand On The Rogue Web: E-Control Is Essential

September 4, 2019

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Please note: Forrester does not provide legal advice.


The internet has enabled broad availability of goods and services, but that benefit has become a double-edged sword as brands have grappled with counterfeits, gray market goods, IP violations, and defamatory content. Whitney Gibson, one of the country’s foremost e-control attorneys, joins Forrester VP and Principal Analyst Sucharita Kodali to discuss the best practices of brands that have successfully fought against these challenges and developed e-control guidelines in their organizations.

Key takeaways:

  • Understand what e-control is and why it’s important.
  • Learn why minimum advertised price (MAP) guidelines are important but insufficient for effective e-control.
  • Understand the requirements for effective e-control.

Target audience level: all levels

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