Importance of online brand protection

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According to Gartner, the ideal online protection program should be well coordinated, cross departmental and needs to undertake an automated approach that goes beyond the legal department and includes marketing, brand management, risk and supply chain management and loss prevention.

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Importance of online brand protection

  1. 1. Importance Of Online Brand ProtectionWith the web becoming more dynamic and an essential part of every enterprise, it has becomeincreasingly important to become proactive in identifying the brand abuses and exploits that happenonline and tarnish brand reputation. Brand violation activities by cyber criminals negatively impactbusiness operations by consolidating their internet domain name. Therefore, a protective online brandprotection solution needs to be implemented.When products are sold in online gray markets it affects the brand reputation of the enterprise.Furthermore, these enterprises lose important market share for not being able to arrive at a solution toprotect their brand reputation. It is also essential that the higher management realize the significance ofbrand reputation management and the way it can influence short and long term objectives. Today thereare online brand protection solutions that help in identifying gray market channel. The solution is alsoefficient in prioritizing violators and recognizing the syndicates that cause maximum brand erosion.According to Gartner, the ideal online protection program should be well coordinated, crossdepartmental and needs to undertake an automated approach that goes beyond the legal departmentand includes marketing, brand management, risk and supply chain management and loss prevention.The program should be active in tracking the brand abusers before they repeat the same attacks andresolve any issues of brand erosion and divert site traffic efficiently. In order to implement such aprogram the essential steps to take are: ● Recognizing all domain names in the service portfolio ● Monitoring the portfolio efficiently ● Monitoring for potential online abuses ● Responding to abusesSome of the potential brand abuses take place in the following form: ● Cyber squatting ● Domain abuse ● Trademark infringement
  2. 2. ● Traffic diversion schemes ● False associations with unrelated third parties ● Pay-per-click abuse ● Sponsored link abuse ● Logo and image abuse ● Offensive content ● Channel non-compliance with brand guidelines and/or pricingIt is important to keep your brand free from counterfeiting and gray market sales. Advanced onlinebrand protection solutions apart from detecting counterfeits also help in putting an end to illegal brandoperations. The solution efficiently and automatically send, cease and desist and DMCA letters. Inaddition to that it also offers automatic shutdowns. Furthermore, the solutions come with a network ofauthorized investigation as well as legal partners that helps end users to streamline the enforcementprocess and in turn helps to maintain a positive brand image.Read More About: Enterprise Risk Management, Anti-Counterfeiting

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