So your brand protection plan is working. Does your manager know?

Portfolio Marketing Manager

A new approach to brand protection requires a new approach to telling your success story.

MarkMonitor clients accomplish this using a number of tools, readily accessible on our streamlined user platform. With easy-to-read visuals and charts highlighting milestones over time, you can be sure that your stakeholders understand the results of a consumer-focused brand protection program.

As a quick refresher, here’s what makes consumer-centric brand protection effective (you can also read more here):

  • Rather tackling total enforcements, take down listings that your loyal shoppers see. This saves time and resources.
  • By leveraging localized search technology, proxy servers around the world deliver results specific to your consumer’s exact location, saving wasted efforts in places where your consumer doesn’t shop.
  • Instead of the impossible task of eradicating all infringements, prioritize listings that matter with threat level analysis, native marketplace search and custom scans that mirror your user’s search.

Once you’ve implemented this approach, you’re on your way to a healthier online presence, but an important next step is showing colleagues and managers the results.

Here’s what your MarkMonitor reporting toolbox includes:

See improvements across the brand protection landscape

The first tool provides an overall snapshot of improvements to your brand’s online presence. We’ve received excellent feedback on our new Overview Report (Figure I), which shows results of keyword searches associated with your enterprise. An apparel company, for example, can take more efficient action after determining which consumer search terms are also trending with infringers.

Clear, high-contrast visuals tell the story of where counterfeit, brand confusion and image infringements have decreased, or where improvements are still needed. Pull this chart into a report for a quick recap of your overall efforts. According to many clients, this tool has proved invaluable for communicating both benign and malicious keyword usage trends.

Figure I: Overview Report
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Monitor milestones over time

Use Activity Reports to showcase key performance indicators as they are met. These range from tagged infringements and resulting enforcements to compliance rates and seller or marketplace trends. This report (Figure II) also proves useful for tracking progress over time, with month-by-month statistics that spotlight any major milestones along the way.

Demonstrating a comprehensive picture of the entire year can be especially important, come budgeting time.

Figure II: Activity Report
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Educating your team

It’s important to remember that, while you may understand the importance of consumer-centric brand protection, telling the story to others on your team may require a bit of education, and maybe even a shift in philosophy. While your team may currently be focused on the number of enforcements made — a traditional measure of success — that variable doesn’t necessarily provide enough context. In fact, success might result in enforcement numbers declining, and this could be good thing!

One of the most successful ways to show the success of your consumer-centric approach is by focusing your reports on the most visible pages on marketplaces and in search results. This clearly articulates the impact of your program in replacing bad listings with good ones over time. In our experience, the idea of good versus bad has resonated with many industry leaders.

Demonstrating results and having open conversations with executives about specific goals of your brand protection program will help you find out which objectives are most important for your company. With that knowledge, you can frame results in a way that everyone finds useful.

Learn more about putting a consumer-centric approach to work for your brand by tuning into our on-demand webinar, Three Key Elements to a Successful Brand Protection Program.

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Alison Simpson
With more than 13 years’ experience in the domain industry, Alison has managed all aspects of Corporate Domain Managem... More