14, September 2023
Black Friday and the Christmas Sale – threats against your brand?
Image credit: Microsoft Edge on Unsplash
Prior to major commercial holidays, there is a significant increase in brand infringements online and Black Friday and Christmas are no exceptions. This makes it even more important for companies to protect their brands both legally as well as digitally.
Black Friday, and the sale following Christmas, typically means lower prices on a large range of products. Therefore, it is important to be extra vigilant about how the brand is used online. Consumers are often less likely to feel suspicious when counterfeit goods are sold at cheaper prices (under the pretext that they are a “temporary offer”).
How to safeguard your brand this Holiday Season
Other forms of infringements are so-called phishing e-mails where customers are asked to click on links to access the “offer” where fraudsters collect sensitive information. Here, it is up to you as a company to ensure that you are communicating from your domain. This can be done by the implementation of DMARC and continuous analysis of the e-mail flow.
Modern brand protection approaches use keyword matching, image recognition, machine learning, paid search monitoring, platform risk assessment and other automated data analysis technology to map abuse networks, allowing brand owners to better assess the nature and severity of the abuse, and establish how best strategically tackle it.
- Holiday season challenges: Major commercial holidays like Black Friday and Christmas lead to a surge in online brand infringements. Lower prices during these sales can lure consumers into purchasing counterfeit goods, posing risks for brands. Protecting your brand legally and digitally becomes crucial during these periods to prevent reputation damage.
- Diverse threats and solutions: Various threats, such as phishing emails and counterfeit product sales, endanger brand reputation. Implementing DMARC for secure email communication and employing modern brand protection approaches involving technology like machine learning and image recognition help combat these threats.
- Comprehensive brand protection strategy: A 360-degree approach to brand protection involves multiple facets: obtaining the right level of protection, vigilant monitoring for quick response to infringements, securing email communication, clear and consistent customer communication, a well-defined reactive strategy for infringements, and maintaining a proactive IT environment to ensure website stability during surges in visitor traffic.
Global Chief Product Officer
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