brand in the digital age: how to avoid brand erosion

Brand in the Digital Age: How to Avoid Brand Erosion

Frederick FelmanChief Marketing Officer

November 2008MarkMonitor

Online Infringement

Counterfeiting

3X Annual

Increase2007

2008

0 5 10 15 20 25 30 35 40

Millions of Visitors to Counterfeit Sites

2004 2006 20080

5,00010,00015,00020,00025,00030,00024000

13,000

8,000

Consistent Enforcement Delivers Results

Illicit eBay Auctions (Annual)

Consistent Enforcement Delivers Results

New Illicit B2B Exchange Listings (Monthly)

2005 20070

20406080

100120140160

150

63

Cybersquatting

2007

2008

0 100 200 300 400 500

000’s of Infringements Against Top 30 Brands

35% Annual

Increase

Badgucci.com

Consistent Enforcement Delivers Results

2004 2005 2006 2007 20080

50100150200250300350400

Active Cybersquatting Incidents

Q2 2007 Q3 2007 Q4 20070

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

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

Domain Management

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

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

Brand in the Digital Age: How to Avoid Brand Erosion

Frederick FelmanChief Marketing Officer

November 2008MarkMonitor