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Brand in the Digital Age: How to Avoid Brand Erosion

Brand in the Digital Age: How to Avoid Brand Erosion. Frederick Felman Chief Marketing Officer November 2008 MarkMonitor. Online Infringement. Counterfeiting. 3X Annual Increase. Millions of Visitors to Counterfeit Sites. Consistent Enforcement Delivers Results.

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Brand in the Digital Age: How to Avoid Brand Erosion

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  1. Brand in the Digital Age: How to Avoid Brand Erosion Frederick Felman Chief Marketing Officer November 2008 MarkMonitor

  2. Online Infringement

  3. Counterfeiting 3X Annual Increase Millions of Visitors to Counterfeit Sites

  4. Consistent Enforcement Delivers Results Illicit eBay Auctions (Annual)

  5. Consistent Enforcement Delivers Results New Illicit B2B Exchange Listings (Monthly)

  6. Cybersquatting 35% Annual Increase 000’s of Infringements Against Top 30 Brands

  7. Badgucci.com

  8. Consistent Enforcement Delivers Results Active Cybersquatting Incidents

  9. Domain Kiting Example • 37K instances in Q2 2007 • Automated analysis aggregated abuse by registrar • High-profile lawsuits against enabling registrars settled in favor of brandholders • Unconventional and inventive application of law including cybersquatting • Sustained reduction in Kiting Following the Money Trail Yields Results

  10. Domain Management

  11. ICANN: New Top-Level Domains • ICANN intends to open of the internet to new Domains • “Communities” will be able to have custom TLDs • Many of our customers are considering Application • Reduce the confusion over authorized sites • Increase the effectiveness of search advertising • Capitalize on direct navigation • Create new customer and partner communities • You should evaluate a gTLD approach

  12. Online Brand Protection Advice • Create an online branding strategy and keep to it • Create a sustainable program to protect your core assets and revenue streams • Identify your strategic IP assets • Understand your portfolio as well as your defensive posture • Aggressively enforce your rights • Use industry best practices and tools • Be creative • Evaluate a gTLD approach

  13. Brand in the Digital Age: How to Avoid Brand Erosion Frederick Felman Chief Marketing Officer November 2008 MarkMonitor

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