SAN FRANCISCO, 08 November 2018 – The majority of companies will change their brand protection strategies to cover new cybersecurity and fraud threats in the next year, according to new research by MarkMonitor, the world leader in enterprise brand protection. In addition, 72% said that brand protection is gaining attention across their organisation as a result of online threats.
The research polled marketing decision makers from a cross section of industries, and five countries.
Over half of respondents identified the dark web dangers as a risk to business, and 69% said that cyber threats influence their domain name strategies.
Research found that the role of brand protection is shifting: 46% of brands said there will be more involvement from board level, while a further 46% said more involvement from IT and security teams is needed.
“This is a significant step forward for online brand protection, especially considering that nearly two-thirds of respondents believe infringement has increased over the last year,” says Chrissie Jamieson, VP of marketing, MarkMonitor. “The fact remains that brand protection is gaining more attention within organisations because the threats to reputation, customers and the bottom line are increasing at pace, and this is being recognised at the highest levels.
“Coupled with fast-developing cyber threats, brands are recognising that the landscape is changing and they need to find the most effective ways to keep themselves and their customers safe, whether that’s through technology, working with a brand protection partner, hiring staff with the right skills, or a combination of all three.”
Brands aren’t just concerned with the present — in the next five years brand protection budgets will mainly be spent on hiring the right people, safeguarding domain names and company IP, fighting phishing and piracy, and implementing new brand protection technologies. They will also be incorporating new technologies into their brand protection strategies, including:
The research commissioned by MarkMonitor and conducted by independent survey firm Vitreous World, surveyed 600 marketing decision makers from the U.K., U.S., Germany, Italy and France.
The full research report can be found here.
MarkMonitor, a leading enterprise brand protection solution and a Clarivate Analytics flagship brand, provides advanced technology and expertise that protects the revenues and reputations of the world's leading brands. In the digital world, brands face new risks due to the Web's anonymity, global reach and shifting consumption patterns for digital content, goods and services. Customers choose MarkMonitor for its unique combination of advanced technology, comprehensive protection and extensive industry relationships to address their brand infringement risks and preserve their marketing investments, revenues and customer trust. For more information, www.markmonitor.com.
Clarivate Analytics accelerates the pace of innovation by providing trusted insights and analytics to customers around the world, enabling them to discover, protect and commercialize new ideas faster. Formerly the Intellectual Property and Science business of Thomson Reuters, we own and operate a collection of leading subscription-based services focused on scientific and academic research, patent analytics and regulatory standards, pharmaceutical and biotech intelligence, trademark protection, domain names, brand protection and intellectual property management. Clarivate Analytics is now an independent company with over 4,000 employees, operating in more than 100 countries and owns well-known brands that include Web of Science, Cortellis, Thomson Innovation, Derwent World Patents Index, CompuMark, MarkMonitor and Techstreet, among others. For more information, visit clarivate.com.
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