Cambridge Business Association
Brand Protection in the Online World
Book

Brand Protection in the Online World

A Comprehensive Guide

David N. Barnett
Kogan Page, 2016
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Editorial Rating

7

Qualities

  • Comprehensive
  • Analytical
  • Concrete Examples

Recommendation

The Internet gives brands unlimited potential for conducting business, but it also opens the risk of your brand being hijacked for fraudulent purposes by crooks working a variety of angles. Online branding expert David N. Barnett explains what you need to know to protect your brand against ever more sophisticated online infringement. He doesn’t shy away from the technical nitty-gritty. In one welcome and helpful feature, Barnett posts information boxes throughout his text to explain underlying core concepts and formulas for estimating the financial damage that your company could face from brand infringement. Although his handy manual relies on somewhat dated statistics, he has a lot to teach you about protecting your brand and products from piracy and infringement. Concrete examples of the many ways brands are vulnerable, helpful templates for enforcement notices and pointers for conducting comprehensive searches will help you – or the agency you hire – kick-start your brand protection project.

Summary

Protecting Against Fraud

You must monitor the uses of your brand to protect it from infringement, fraud, security threats and loss of reputation. The Internet provides brands with unprecedented market exposure and offers criminals equally unprecedented cover for their operations. As of 2014, 10% of global online sales involved counterfeit brands, accounting for $1.7 trillion in revenues. About 450,000 phishing attacks in 2013 caused an estimated financial loss of nearly $6 billion. “Around 31% per cent of these phishing attacks targeted financial institutions.”

A brand protection strategy consists of brand monitoring and enforcement protocols. Guard your brand from counterfeiting by adding “security labeling” or other difficult-to-duplicate elements. If you offer a financial service, assure customers that you won’t hold them liable for expenses incurred due to fraud. Make an anti-virus program available to users free of charge and protect against piracy by using copy-protection programs. Educate your customers about the costs of illegal brand infringement and fraud, and advertise...

About the Author

United Kingdom-based David N. Barnett has a PhD in planetary geophysics and served as a climate change scientist for several years. Since 2004, he has worked in the Internet brand-protection industry as an analyst and consultant in a variety of industries.

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