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ONLINE BRAND PROTECTION

Updated on July 26, 2012

Many business enterprises have over the years established their brand names over the internet. This has proven to be a successful marketing strategy with companies racking in high returns on their revenues. However, with many fraudsters taking advantage and threatening the very success of the brand names, many marketers have found it to be grueling task when it comes to online brand protection. This invasion and abuse of brand names ranges from downloads of product images placed on created ecommerce sites to try and draw in more traffic than that of the legitimate brand name, to illegitimate affiliates to purchase search terms that have been branded in order to compete for customers with the genuine product.

This fraudulency has in effect brought about the loss of customer trust and a huge reduction of revenue of many genuine brand names. This has also created a bad reputation for the companies subsequently driving many customers away. Marketers ought to be more vigilant and need to constantly reinvent new strategies to protect their brands online, specifically because these brand name embezzlers are constantly using more sophisticated techniques to commit these offenses.

The internet has created a platform to facilitate business transactions. Its ability to connect people worldwide has propelled the business world to new heights creating a business global village, and as a result millions of people no longer need to look into employment as an only means to earn a living. Unfortunately, the drawback of using the internet to promote your brand name is the constant battle to protect your brand name from exploitation by online charlatans.

Initially, companies had to make use of search engine alarms to protect their brand names, however, the ever-changing technology innovations and enhanced internet tools have aided in the continuous attacks of domain names. Several ways that marketers can use to secure their brand names include;

Monitoring of Traffic: the fraudsters’ main aim is to generate traffic in larger volumes than the genuine brand name. To combat this problem companies need to do constantly check their traffic volume to single out the infringing sites.

Digital content Protection: brands have digital content and it needs to be protected. With the ever increasing usage of mobile instruments this has added to the increase of overconsumption of digital content placing at risk content assets of most businesses.

Social media: the use of social networks to promote brand names has become one of the best marketing strategies because of its ability to draw in a lot of traffic. However, abuse of brand names on social networks is not a new thing. Brand imitation practices have increased and brands need to be constantly alert and be able to quickly deal with any dubious links and content.

Screening Affiliates: brand affiliates greatly increase sales. However, they also need to be monitored. Unscrupulous partners may draw off traffic that could bring in high revenue and still get paid unwarranted commissions. Brands need to monitor all its partners to ensure that no unforeseen misconduct is transpiring.

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