According to Gartner, the ideal online protection program should be well coordinated, cross departmental and needs to undertake an automated approach that goes beyond the legal department and includes marketing, brand management, risk and supply chain management and loss prevention.

1. Importance Of Online Brand Protection
With the web becoming more dynamic and an essential part of every enterprise, it has become
increasingly important to become proactive in identifying the brand abuses and exploits that happen
online and tarnish brand reputation. Brand violation activities by cyber criminals negatively impact
business operations by consolidating their internet domain name. Therefore, a protective online brand
protection solution needs to be implemented.
When products are sold in online gray markets it affects the brand reputation of the enterprise.
Furthermore, these enterprises lose important market share for not being able to arrive at a solution to
protect their brand reputation. It is also essential that the higher management realize the significance of
brand reputation management and the way it can influence short and long term objectives. Today there
are online brand protection solutions that help in identifying gray market channel. The solution is also
efficient in prioritizing violators and recognizing the syndicates that cause maximum brand erosion.
According to Gartner, the ideal online protection program should be well coordinated, cross
departmental and needs to undertake an automated approach that goes beyond the legal department
and includes marketing, brand management, risk and supply chain management and loss prevention.
The program should be active in tracking the brand abusers before they repeat the same attacks and
resolve any issues of brand erosion and divert site traffic efficiently. In order to implement such a
program the essential steps to take are:
● Recognizing all domain names in the service portfolio
● Monitoring the portfolio efficiently
● Monitoring for potential online abuses
● Responding to abuses
Some of the potential brand abuses take place in the following form:
● Cyber squatting
● Domain abuse
● Trademark infringement

2. ● Traffic diversion schemes
● False associations with unrelated third parties
● Pay-per-click abuse
● Sponsored link abuse
● Logo and image abuse
● Offensive content
● Channel non-compliance with brand guidelines and/or pricing
It is important to keep your brand free from counterfeiting and gray market sales. Advanced online
brand protection solutions apart from detecting counterfeits also help in putting an end to illegal brand
operations. The solution efficiently and automatically send, cease and desist and DMCA letters. In
addition to that it also offers automatic shutdowns. Furthermore, the solutions come with a network of
authorized investigation as well as legal partners that helps end users to streamline the enforcement
process and in turn helps to maintain a positive brand image.
Read More About: Enterprise Risk Management, Anti-Counterfeiting