In this eCommerce Exchange episode, Nicole Reich & Brand Protection Manager, Andy Buss discuss Blue Wheel's approach to brand protection:
- Blue Wheel's definition of brand protection & the three steps involved in protecting your brand.
- Why brand protection is so crucial for the rest of eCommerce efforts as a whole.
- Laying a proper brand protection foundation and overcoming the First Sale Doctrine.
- How to quantify the impact of brand protection for eCommerce brands.
- Where in the Performance Commerce Effect (PCE) brand protection comes into play.