Get Countering Brandjacking in the Digital Age: … and Other PDF

By Christopher Hofman, Simeon Keates

ISBN-10: 1447155793

ISBN-13: 9781447155799

ISBN-10: 1447155807

ISBN-13: 9781447155805

The upward push of the net and social media particularly supply nice possibilities for model vendors to extend company and model reputation. whereas this has basically been of profit to model proprietors, who've noticeable a consequent upward thrust within the price in their manufacturers, it at the same time makes these manufacturers extra appealing for exploitation or assault by means of others. model dangers can are available many differing types and this booklet offers examples of ways those dangers can come up in addition to offering quantitative estimates of the adversarial affects that may consequence from such risks.

Brand vendors must be conscious of the dangers and of the necessity to boost recommendations for picking and dealing with them. This booklet information the method through which a model proprietor can boost a model danger administration procedure to guard a brand’s popularity and cost. instead of prescribe a one-size-fits-all method, the authors supply advice on how a model possibility administration procedure might be adapted to specific wishes and circumstances.

This technique is underpinned by means of drawing on examples of top perform within the fields of threat administration, interplay layout and engineering layout. This mixed procedure will depend on constructing an figuring out of the hazards confronted through a specific model proprietor, the whole context of these hazards and likewise the emblem owner’s functions for settling on and coping with these risks.

This ebook includes many real-world examples and interviews with a few model possessing companies starting from small businesses to giant multinationals.

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Extra resources for Countering Brandjacking in the Digital Age: … and Other Hidden Risks to Your Brand

Example text

It is highly problematic to identify whether a product is counterfeit on the Internet. It is often not easy in the physical world, but on the Internet users often only have two out of the six cues from the physical world—price and purchase point [46]. Counterfeiters can further obscure this by setting a price close to the original. The other common cues are physical: the packaging, labelling, quality and difference in brand name. 3 Brand Risk 27 The other cue, purchase point, can also be solved simply: copy substantial portions of the real website!

Hu-registered domain from an old distributor. it-registered domain, where they did not manage to recover the domain due to a lack of evidence of bad faith from the registrant’s side. Karl is satisfied with the current administrative system to handle their IP documents, but he does admit that the IT platform could be better. With the volume of IP rights to manage and trademarks to renew periodically they do spend a lot of time on handling this. Regarding paid placement, they have contacted Google to ensure that no one else advertises for their trademark as search term on Adwords.

NameCheap, a direct competitor, invited GoDaddy customers to transfer their domain names, offering to donate US$1 for each customer who transferred to them to Save The Elephants [52]. 20,000 domain names were transferred within 24 h [8]. In 1 week, approximately 100,000 domains were transferred away, leaving GoDaddy with an estimated loss of US$5 million [5]. That was clearly a very expensive holiday trip for Mr Parsons. Rebecca Herold, a security consultant, recommends that companies have a social media policy in place to ensure employees do not give away competitive intelligence and customer information when tweeting or updating their Facebook status [45].

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Countering Brandjacking in the Digital Age: … and Other Hidden Risks to Your Brand by Christopher Hofman, Simeon Keates

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