Traditional VS Today's

Brand Protection Strategies

In the digital era, safeguarding brand trust is vital but challenging due to the rise of sophisticated online abuse. Traditional brand protection methods offer only limited effectiveness, relying on manual detection and a reactive "whack-a-mole" approach, finding it difficult to overcome modern threats like rogue websites and counterfeit apps. In contrast, today's brand protection strategies offer customisable, insight-driven solutions that target bad actor networks and enhance litigation efforts, effectively combating brand abuse and protecting online customer experiences.

Key differences between today's and traditional brand protection include:

Impact

Traditional brand protection


  • Lower returns and efficiency
  • Temporary mitigation of risks to your brand
  • Limited protection against losses (e.g. reputational damage, financial etc.)
  • Negative impact on customer confidence and trust
  • Time consuming – taking focus away from advancing the business

Modern brand protection


  • Higher returns and optimised efficiency
  • Sustained mitigation
  • Strong protection against loses
  • Builds & strengthens confidence and trust in customers
  • Combining technology with human expertise allows you to focus on other important elements of the business

Approach

Traditional brand protection


  • Tactical with focus on one-off detections, so-called “whack-a-mole” approach
  • Detections and correlation between hits are still highly manual even if marketed as automated
  • Returns low-value targets

Modern brand protection


  • Strategic with focus on high-value-targets and outcomes
  • Detections and correlation between hits are highly automated
  • Analyses patterns and uncovers networks of abuse to maximise the outcome

Technology

Traditional brand protection


  • Utilises outdated, simple technology
  • Low customisation and flexibility, focused more to larger organisations
  • Sporadic, simplified, and non-visualised results
  • Narrow view of brand abuse, with a focus on marketplaces

Modern brand protection


  • Cutting-edge, pioneering software
  • High customisation, flexible and scalable solutions
  • Broad, high quality, and visualised results
  • Balanced, multi-channel view of brand abuse according to customer’s requirements

Insights

Traditional brand protection


  • Largely an unusable data dump
  • Primarily used for take-downs
  • Poor visibility into true scope of brand abuse
  • Reports given to client to analyse and action any outcomes
  • Online data only
  • Primarily for legal audiences

Modern brand protection


  • Usable, relevant, and actionable
  • Used for take-downs, evidence and intelligence building
  • Data driven and thorough visibility into systemic brand abuse
  • Reports analysed by in-house experts and recommendations given aligned with company objectives
  • Online + offline data correlation to build a complete picture of brand abuse
  • For legal, web security, marketing audiences + external agencies

Support

Traditional brand protection


  • Transactional and focuses on removing one-off and random abuses
  • Multiple suppliers involved in the process (monitoring, enforcement, UDRPs etc.) with a struggle to maintain a cohesive overview
  • Ad-hoc and reactive

Modern brand protection


  • Business-driven focus and solves critical, critical business problems
  • Strategic advisors who act as your in-house counsel, taking care of everything from registration through to enforcements and litigation
  • Continuous, methodical and proactive

How vulnerable are you?

Sadly, the threat of brand infringement is now prevalent on all digital channels. Brands operating within such fat-paced and vulnerable markets face significant risks if they are only employing traditional brand protection methods. These can include:

  • Customers may face financial losses and endure frustrating experiences
  • Company reputational and financial losses
  • Brand dilution
  • Loss of traffic to your online sites
  • Excessive amounts of time spent fighting brand abuse instead of focusing on other critical business areas.

Consequently, it's imperative for brands to pivot their strategies and embrace modern solutions that offer proactive and systematic approaches to combatting brand abuse.

 

Get started with an Online Threat Report

We scope out your vulnerabilities and identify which platforms require monitoring.

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