IntelligentEye Blog

With internet brand abuse on the increase, it has never been more important to establish an online brand protection plan than today. Technology is being altered and updated on a near daily basis so protecting your brand’s integrity is an ongoing task that requires vigilant monitoring. One of the most damaging threats to your brand or trademark online is the increasing problem of cybersquatting or domain name hijacking. Cybersquatting is one of the most prolific forms of online identity theft and has serious implications for your brand name is left unmonitored.

 

Cybersquatters divert traffic away from your company by hijacking your domain name and trading off your company’s reputation and popularity. Not only do cybersquatters divert business away from your company, they may also sell counterfeit products that are often substandard so consumers may associate poor quality with your brand name. 

 

However, most cybersquatters buy up domain names in the hope that they can profit from selling them on to businesses that desire them. In this instance, the squatter can name his or her price and buying back a domain name can often be very costly with no legal guarantee. The good news is that many cases have been brought to court against cybersquatting with companies such as Harrods and Cosmopolitan magazine winning the right to evict cybersquatters and reclaim damages.

 

Cybersquatters can also profit from pay-per-click advertising which can often be damaging to a brand’s image as brand owners have no control over what is advertised on that website. Some advertisements are a direct threat to brands as they often attempt to sell rival products similar to the popular brand that the domain name insinuates it has a connection with.

 

There is also the threat of negative association between an inappropriate advertisement and the brand that appears to endorse it. If you sell children’s products for example, you do not want customers to stumble upon a website that allows pornographic advertisements to be posted where your brand name appears in the domain. 

 

Brand abuse online can take many forms and all facets of trademark infringement must be constantly monitored if a brand is to retain a positive and consistent image to its consumers. Other things to look out for are: phising, social media and forum abuse and Google Adwords abuse. These are all examples of unfair online business practices that could damage your revenue and reputation- ensure that you protect your brand by being aware of the real threat that is online brand abuse.