brand in the digital age: how to avoid brand erosion frederick felman chief marketing officer...
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Brand in the Digital Age: How to Avoid Brand Erosion
Frederick Felman
Chief Marketing Officer
November 2008
MarkMonitor
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
5,000
10,000
15,000
20,000
25,000
30,00024000
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 Felman
Chief Marketing Officer
November 2008
MarkMonitor