The Top 10 Online Brand Protection Strategies for 2010
1. Recapture traffic intended for your brand
No one knows better than fraudsters and competitors that big brands drive significant Web traffic. As such, brand owners should have strategies in place for recapturing traffic diverted by two popular forms of abuse: paid search abuse and cybersquatting.
2. Protect mission critical domains
Due to a number of recent domain name attacks against brand owners, companies should employ registry locking for mission critical .com and .net domains to protect against unauthorized or erroneous changes.
3. Prepare now for internationalized top-level domains
With the launch of Internationalized Top-Level Country Code domains expected in the first half of 2010, companies should begin preparing now by reviewing non-Latin trademark holdings, and existing IDN registrations. Special considerations should be given to marks in Japanese, Chinese and Cyrillic.
4. Monitor social media for emerging threats to your brand
In 2009, the use of social media ballooned. Along with this growth came new threats to brands, including links to counterfeit sites as well as phishing and malware sites. Brand owners should closely monitor this new emerging channel for new threats and take action when required.
5. Determine the right approach for new gTLDs
Delays in the new gTLD process persist as the community sorts through effective measures for protecting trademark rights, zone scaling and malicious conduct. However, companies should continue carrying out due diligence in order to determine the right approach for their brands. That approach may be to focus solely on defensive measures or to apply for a custom TLD.
6. Take advantage of new enforcement options
Most brand owners are familiar with sending cease & desist letters to website owners or takedown requests to auction sites and other online marketplaces. However, brand owners may not be as familiar with other enforcement levers available – such as takedown notices to ISPs for IP rights violations, DMCA notices to search engines for copyright infringement, payment account deactivation requests for sites engaged in illegal eCommerce, and site takedowns offered via the MarkMonitor® 24/7 Security Operations Center. Brand owners should leverage all tools at their disposal to get the desired result and to protect their brands.
7. Evaluate domain portfolio holdings
Review domain portfolio holdings to identify domains for registration, acquisition, deletion, and monitoring. Maximize portfolio values by ensuring that registered domains point to live content and consider selling unused generic registrations.
8. Register domains in support of new product launches
To avoid tipping-off cybersquatters, anonymously acquire new domain name registrations now through a third-party registrar for upcoming product launches.
9. Educate and protect your customers from known threats
Removing infringing content from the Internet is essential for protecting your brand and customers, but it does take time. While remediation is in process, customers are still exposed to, and confused by, potential online scams. Brand owners can protect their customers by posting alerts on their own websites and by proactively warning customers of abusive sites in near real-time via brandcasting.
10. Get PROACTIVE!
Be aware that today’s brandjackers use blended attacks across multiple Internet channels. The most effective brand protection strategies take a broad view and use a framework of prevent, detect, and respond. Remember, by proactively safeguarding your brands and remaining vigilant, the scammers and fraudsters will move on to easier targets.
For more information on developing a comprehensive online brand protection strategy, please call us at 1-800-745-9229 or visit http://www.markmonitor.com/.
No one knows better than fraudsters and competitors that big brands drive significant Web traffic. As such, brand owners should have strategies in place for recapturing traffic diverted by two popular forms of abuse: paid search abuse and cybersquatting.
2. Protect mission critical domains
Due to a number of recent domain name attacks against brand owners, companies should employ registry locking for mission critical .com and .net domains to protect against unauthorized or erroneous changes.
3. Prepare now for internationalized top-level domains
With the launch of Internationalized Top-Level Country Code domains expected in the first half of 2010, companies should begin preparing now by reviewing non-Latin trademark holdings, and existing IDN registrations. Special considerations should be given to marks in Japanese, Chinese and Cyrillic.
4. Monitor social media for emerging threats to your brand
In 2009, the use of social media ballooned. Along with this growth came new threats to brands, including links to counterfeit sites as well as phishing and malware sites. Brand owners should closely monitor this new emerging channel for new threats and take action when required.
5. Determine the right approach for new gTLDs
Delays in the new gTLD process persist as the community sorts through effective measures for protecting trademark rights, zone scaling and malicious conduct. However, companies should continue carrying out due diligence in order to determine the right approach for their brands. That approach may be to focus solely on defensive measures or to apply for a custom TLD.
6. Take advantage of new enforcement options
Most brand owners are familiar with sending cease & desist letters to website owners or takedown requests to auction sites and other online marketplaces. However, brand owners may not be as familiar with other enforcement levers available – such as takedown notices to ISPs for IP rights violations, DMCA notices to search engines for copyright infringement, payment account deactivation requests for sites engaged in illegal eCommerce, and site takedowns offered via the MarkMonitor® 24/7 Security Operations Center. Brand owners should leverage all tools at their disposal to get the desired result and to protect their brands.
7. Evaluate domain portfolio holdings
Review domain portfolio holdings to identify domains for registration, acquisition, deletion, and monitoring. Maximize portfolio values by ensuring that registered domains point to live content and consider selling unused generic registrations.
8. Register domains in support of new product launches
To avoid tipping-off cybersquatters, anonymously acquire new domain name registrations now through a third-party registrar for upcoming product launches.
9. Educate and protect your customers from known threats
Removing infringing content from the Internet is essential for protecting your brand and customers, but it does take time. While remediation is in process, customers are still exposed to, and confused by, potential online scams. Brand owners can protect their customers by posting alerts on their own websites and by proactively warning customers of abusive sites in near real-time via brandcasting.
10. Get PROACTIVE!
Be aware that today’s brandjackers use blended attacks across multiple Internet channels. The most effective brand protection strategies take a broad view and use a framework of prevent, detect, and respond. Remember, by proactively safeguarding your brands and remaining vigilant, the scammers and fraudsters will move on to easier targets.
For more information on developing a comprehensive online brand protection strategy, please call us at 1-800-745-9229 or visit http://www.markmonitor.com/.
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