Who should ultimately be responsible for managing and maintaining online brand protection? If you asked this question to 100 senior business individuals, it’s likely they would point their fingers towards brand communication teams, marketing departme...nts and those within legal and IT. These would be perfectly reasonable answers, as they are the departments most directly involved in promoting brand communications and developing a strong online reputation.
However, these answers would only be half-correct. While these departments all have some responsibility to bear, it is also important that members of the board are fully invested in all online brand protection efforts.
It's estimated that the total value of fakes sold worldwide each year numbers as high as $1.8 trillion, with watches, bags, clothing, jewelry and perfume making up the bulk of goods seized at borders. Welcome to the life of countless luxury brands, n...ow an appealing target for online counterfeiters who lure consumers to rogue sites under the guise of their prestigious names.
International fashion leader Valentino SpA discovered this firsthand when unauthorized website and marketplace sales, along with misrepresentation on social media, began plaguing the business. It soon became obvious that the problem was too large for an in-house legal team...Read More
In my previous blog post, I wrote about the importance of taking a consumer-centric approach to brand protection. In order to accomplish this, technology must be at the forefront, and MarkMonitor is once again the industry front-runner in building a ...cutting-edge platform to accomplish this.
MarkMonitor has invested in developing new technology and best practices to protect well-intentioned consumers from falling victim to online counterfeit goods and brand abuse. If we want to protect these well-intentioned consumers, we need advanced technology that prevents brand abuse across these most visible pages.
MarkMonitor employs its own purpose-built harvesting technology to successfully replicate a...Read More
There are two categories of consumers that purchase counterfeit goods online: the well-intentioned, seeking authentic products, who get duped into buying fakes — and those who are determined to buy counterfeits at heavily discounted prices.
To preven...t revenue loss and protect consumer experience, you’ll want to focus on the former group, as 27 percent of online shoppers unknowingly purchase counterfeit goods.
Neglecting these well-intentioned consumers creates not only an immediate revenue loss but also a cascading negative impact on brand reputation. As counterfeit products fail, consumers associate them with bad experiences and defer to competitors.
MarkMonitor takes a unique, consumer-centric approach...Read More
Can you say your brand name in Mandarin? If not, it might be time to learn.
With more than 721 million internet users, China has become a mecca for online shopping — as well as the source for more than 60 percent of the world’s counterfeit goods, acc...ording to the Organisation for Economic Co-operation and Development (OECD). The country’s trademarking law adopts a first-to-file principle, which grants exclusive trademark rights to the earliest party that applies to register. If you’re overseeing a brand with worldwide appeal, this is worth noting.
While there are possible legal grounds for protecting unregistered trademarks and...Read More