What Makes a Brand Resilient?

Aug 4, 2021

objects: strongbox detail

With endless destinations in today’s vast digital landscape, fraud is proliferating. This reality requires brands to go beyond defense tactics and practice extra diligence in protecting their intellectual property.

There are many implications of intellectual property fraud. If your brand is experiencing trademark abuse, the consequences range from losing potential profits to tarnished brand image. For some industries, such as pharmaceuticals and automotive, there are potentially life-threatening repercussions, e.g., from counterfeit medicine or bogus brake pads.

So, how does a brand go from being stuck on defense to playing a strategic offensive game? Here are the characteristics of the most resilient and protected brands.

They set goals and prioritize.

In the face of a huge problem, knowing what result you are seeking can be the first and most crucial step to solving it. Successful teams focus on the elements of brand abuse that cause the most harm to their business, and focus on those areas.

They have a strategy.

As in athletics or battle, having a defined strategy increases the chance of winning. Brands that think about their plan for dismantling different schemes make the most impact on brand abuse.

They work together.

The best brand protection teams rally their extended organizations to fight abuse. They look creatively at their resources, outside counsel and coworkers, rallying them to defend what is most important to their business.

They also have set expectations of their vendors and employ formalized technical workflows to ensure the team executes as planned.

They proactively and efficiently uncover new and emerging digital threats.

As our digital reliance grows exponentially, there have been radical changes in how we do business. Bad actors exploit those changes to abuse brands in new ways, relying on new technologies and creating abusive schemes in unprecedented volumes.

Solid brand protection teams leverage modern brand protection technology to detect, and quickly recover from, abuse​.

They regroup and reset.

The brands that do the best job protecting their customers, revenue and reputation continually refine their tactics. They communicate successes and failures to their extended teams and constantly reevaluate their methodology and workflows until they achieve their desired results.

Explore traditional vs. modern online brand protection technologies.

To learn more about brand abuse and how to become a more resilient brand, download our white paper: Defending Brands—New Realities, New Partnerships.

The Rise of Social Media Selling in China Reveals New Brand Protection Threats

By Xinyao Liu, Online Brand Protection Consultant The Rise of Social Selling and Brand Abuse in China  The concept of social media selling isn’t a new one. Social selling allows brands to find prospects on social media and build a relationship with a network of...

Anticounterfeiting Action: How the EUIPO is Powering More Protection for Rights Holders

By Francesca Tocco, Online Brand Protection Consultant, LexisNexis Online Intellectual Property Solutions  As part of an international team that works with brands and brand owners to help them protect their valuable IP and provide a safe online shopping experience for...

Everything You Need to Know About 11/11 Aka Singles Day—The World’s Most Popular Online Shopping Day

11/11, November 11th started as an unofficial holiday in China to celebrate single people. The holiday is referred to as Singles Day, Bachelor's Day, and double 11. In Chinese, a single person with no branches to the family tree resembles the numeral   "Asian...

Infographic: Traditional vs. Modern Online Brand Protection Technologies

Brands are built on trust. People need to feel assured that every interaction with your brand is 100% authentic, but that’s harder than ever to ensure. With eCommerce and social media permeating almost all aspects of our society, the online consumer base is...

Fashion, Social Media and eCommerce Collide with Counterfeiters 

Social media has revolutionized so many facets of society and commerce. Created to connect people, brands quickly realized that these powerful tools were a natural fit for consumer engagement. These channels deliver a captive audience that comes specifically to each...

The Rise of Systemic Abuse Networks

A version of this article originally appeared on Appdetex.com. It’s no secret brand abuse is on the rise. To get a clearer picture of the nature of this increase, Appdetex examined domain enforcement activity from a sample of their clients.  They found that, on...