What is Brand Protection?
Brand protection is the safeguarding of a company’s intellectual property (IP) against bad actors seeking to illicitly profit from its IP, including its trademarks, domain names, design marks, trade dress and patents, regardless of where they are located online.
What are examples of digital brand abuse?
There is a broad spectrum of illicit activities linked to digital brand abuse.
The sale of fake goods made to look authentic.
Gray Market/Parallel Import
Non-counterfeit products sold from an unauthorized seller.
Registering or using a domain name with bad faith intent to profit from the goodwill of a trademark.
Websites created fraudulently to appear to be produced by a different person or organization.
Rogue mobile apps
Counterfeit apps made to duplicate those of trusted brands.
Fraudulently acting as a trusted company or a brand to trick victims into disclosing sensitive information.
Practice of distributing copyrighted content digitally without permission, such as music or software.
Who commits digital brand abuse?
Digital brand abuse can be committed by both nefarious and non-nefarious groups, as well as individuals. Sometimes it occurs to disrupt or defame, but it primarily occurs for financial gain. The most egregious and most challenging accounts of brand abuse are committed by organized bad actors who seek to confuse, divert and monetize a well-known brand’s customers.
- Organized bad actors
- One-off bad actors
Where does digital brand abuse occur?
Whether on a mobile device or desktop computer, digital brand abuse exists on popular digital channels customers frequent:
Domain names and websites
What is brand protection technology?
Brand protection technology exists to help detect the many sources of fraud across the modern digital ecosystem and remove/mitigate that abuse. There are various ways brand protection technology detects and mitigates abuse, including through artificial intelligence and managed services. Here are a few examples:
Advanced machine learning capabilities detect digital images online (logo, product images, etc.) to accelerate the review, triage and prioritization of enforcement efforts.
Undercover purchase and analysis of physical and digital goods help definitively determine the authenticity of a good or service and is a cost-effective alternative to private investigations.
In-platform repository and workflows can be tailored to any specific case management requirements to reduce time, effort and headaches.
Experienced brand protection teams become immediate extensions to any legal and brand protection department.
Why is brand protection important?
Bad actors are savvy digital marketers. They exploit digital platforms to find new ways to use your brand for their own gain. People need to feel assured that every interaction with your brand is 100% authentic. There are many critical benefits to using brand protection technology, including:
Preserving customer satisfaction and experience
Preventing brand and reputation decay
Averting customer safety issues
Reducing marketing and ad spend
Increasing sales and revenue
Need to protect your brand across the modern digital universe?
Learn how we use advanced machine learning to link visible and non-visible digital markers, uncovering entire abuse networks and accelerating the review, triage, and prioritization of brand abuse.
Brand Protection Resources
Trends in Brand Abuse 2022
In this guide, uncover recent trends in brand abuse, from rogue mobile activity to how the pandemic is fueling counterfeit trade. Plus, learn about the advanced tools available for fighting increasingly sophisticated abuse.
Tools to Protect Your Brand
How protected is your brand in 2022? Join our webinar with the European Union Intellectual Property Office as we discuss tips to protect your brand from counterfeit and illegal products.
What Makes a Brand Resilient?
As fraud proliferates brands must practice diligence in protecting their intellectual property. Learn what makes a brand resilient.
Defending Brands—New Realities, New Partnerships
As technologies innovate, so do bad actors on the web who conspire to harm your brand through piracy, intellectual property infringement, and product counterfeits.