markmonitor webinar: top strategies for protecting your brand and
TRANSCRIPT
Top Strategies for
Protecting Your Brand and
Content Online in 2017
Akino Chikada Sr. Product Marketing Manager
MarkMonitor
Olesia Klevchuk Sr. Product Marketing Manager
MarkMonitor
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Agenda
2017 Trends
Brand Protection
AntiFraud
AntiPiracy
Q&A
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2017: What Brand Owners Should Care About
New channels are emerging for Brand Owners to consider
Brandjackers are continuously evolving their tactics
Identifying high-value targets (HVT) to bridge the online and offline
brand protection program
China continues to be a major pain point
Fraudsters are abusing brands and targeting credentials
Emerging threats in digital piracy
Emerging Channels
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Emerging Channels
46% of the global population accessing the Internet
Consumers are now able to access more digital channels than ever before,
including the Dark Web
E-
commerce
Sites
Social
Media
Mobile
Apps Email
Deep Web
& Dark
Web
Online
Marketpla
ces
Paid
Search
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What is the Dark Web?
Searchable with standard search engines like Google and browsed with
standard browsers
Surface Web
Dark Web Websites that run on the “Darknet” – a covert network that uses
anonymizing software such as TOR and aren’t accessible to search engines
or by using traditional browsers
Deep Web Sites that aren’t indexed by search engines, with the majority of content in
access-controlled databases
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2017: What Brand Owners Should Care About
Prepare against planned attacks
Identify and resolve breaches
Remediate and analyze stolen credentials
Consumers
Business
Detect leaked intellectual property
Minimize exposure to third-party breaches
Understand hacking tools and services
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Example: Promoting Hacking Tools
What Happened
- In a forum, a hacker was sharing a
“how to hack XX company” tutorial
- Company was alerted on this
- Company worked with security and
engineers to fix vulnerabilities
- End result: Mitigate future hacks using
that vulnerability
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Brand Owners: Take a Comprehensive Approach
An end-to-end brand protection strategy
that is cross-functional is essential
Businesses and security teams need to
consider vulnerabilities from all angles
Visibility across the entire internet,
across all channels
Taking action immediately will reduce
cost and damage
Emerging Tactics
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Scams beyond counterfeit …
Trademark abuse
Copyright abuse
Impersonation
False association
Traffic diversion
Unauthorized sellers
Fraud
Emerging Tactics: Fraudsters Evolve Their Strategy
E-
commerce
Sites
Social
Media
Mobile
Apps
Deep Web &
Dark Web
Online
Marketplaces
Paid
Search
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Deep Web E-Commerce
Beating fraudsters at their game – by following their ads
Fraudulent sites often choose not to be indexed by search engines, to avoid detection and legal
action. By harvesting the links associated with these ads, we should be able to take action on
additional infringing websites we have previously not detected.
Potential Sources:
Paid Ads
Email Solicitation
Banner Ads
Social Media
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Marketplaces – New Trend in China
Latest trend – counterfeits are using third party image hosting sites to avoid shutdowns
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Search Results
Infringers are injecting counterfeit URL’s into
legitimate sites to help avoid detection
These sites often show up highly ranked on
Google, leading to additional confusion for
consumers
Site owners often have no idea their site has been
infected
Domain Hijacking
Counterfeiters hiding infringing pages within legitimate sites
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What Brand Owners Should Do
1. Stay up-to-date with ongoing emerging
trends
2. Use technology to help find / detect brand
abuse
3. Ongoing enforcement is essential –
become the hardest brand to abuse
• New channels and
increased volumes
• Evolving tactics
• Sophisticated
software and tools
Bridging the Online & Offline
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Brand Owners: Beat the Whack-a-Mole
The Anonymity of the Internet
Fake information
Generic usernames
Proxy registrations
Distributed Networks
Emergence of Multi-Level
Marketing Networks
Worldwide online networks
Stolen Credentials
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Bridge the Online and Offline
Brand owners should keep track of all repeat offenders – and identify those that are
causing the most harm to your brand
Investigate bad threat actors to get the evidence you need to send law enforcement
Conduct controlled test purchases to confirm counterfeit, and learn more about the
high value target
Work closely with law enforcement and provide them with as much evidence to help
streamline the process
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What Brand Owners Should Do
Blocking Demand: Tactical Brand Protection
Continual daily online monitoring and
deterrence
Remove suspicious sites and marketplace
listings via various enforcement methods
Protect and educate consumers
Intercepting Supply: Strategic Brand
Protection
Focus resources where risk is greatest
Use actionable intelligence to target worst
offenders
Bridge online and physical enforcement
Brands Must Play Defense and Offense
China
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China Continues to be a Major Concern
Chinese counterfeit products now account for
two-thirds of goods seized by US and UK
customs; and remains the largest manufacturer
and exporter of counterfeit products worldwide
China is the biggest e-commerce marketplace in
the world - 16% of total retail compared to
worldwide average of 7%
Chinese online shoppers currently number
more than 361 Million
Online sales outpaced those of the U.S.,
the long time leader in online shopping
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China Considerations for Brand Owners
China has a first-to-file trademark policy - register for trademarks immediately
Problems for companies with a popular brand and have not entered the Chinese market yet
Businesses may need to buy back the Chinese trademark or go through costly lawsuits
Chinese consumers prefer the Chinese versions of a brand – and make sure you register for
the trademark
Chinese consumers may name your brand on your behalf
Have all the authorized and original registered intellectual property (IP) rights in a centralized
place (trademarks, patents, or copyrights)
If you don’t have all the right documentation, enforcement can be a challenge
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What Brand Owners Should Do
Prepare to constantly evolve your enforcement strategy
Be prepared to meet country-specific requirements
Adapt internal processes to specific marketplace requirements and enforcement guidelines
Use industry groups to strengthen influence against key marketplaces
When possible – build relationships based on a premise of partnership
Understand your distribution partners and affiliates in each marketplace
Set realistic goals that prioritize making a counterfeit version of your product hard to find by
consumers
Know your “other” names
Region-specific representation
Investigate your investigators
Fraud
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Brand Owners: Phishing on the Rise
Increase in both consumer and employee
phishing attacks
Many major breaches start as a targeted
phishing email
The U.S. continues to be the most
attacked country and is the top
hosting country
Consumer Phishing Attacks
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Example of a Phishing Scam
Goal: to steal personal credentials
Fraudsters will leverage trusted brand
names and direct people to a phishing site
– 45% email fraud conversion rate
Significant costs associated with fraud
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Data Being Sold in the Deep Web & Dark Web
Fraudsters will then sell stolen credentials
in the deep web and/or dark web
59% of consumers reuse passwords
Access to username and password can
impact an individual, as well as
businesses
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What Brand Owners Should Do
1. Protecting your consumers from fraud should be part of your brand protection program
2. Ensure you have a way to prevent, detect and mitigate fraud in a timely manner
3. Make education – internally and externally – part of your brand protection strategy
Piracy
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Digital Piracy
Open source media player compatible with TVs,
computers, smartphones & video game systems
Access content from local and network storage &
stream on any device
Pirates and hackers use to distribute unauthorized
content
Black market of add-ons giving free access to
subscription services
KODI – Emerging Piracy Channels
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KODI Devices
Revenue usually comes from hardware rather than
subscription
Streams are not from dedicated servers, huge
overlap with web streams
Add-ons are “stealing” streams from illegal
websites
Amazon fire-stick (Amazon has banned Kodi from
its app store)
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KODI Digital Piracy
KODI developers do not endorse illegal streaming via their platform
Identify ‘fully-loaded’ KODI boxes on marketplaces
Use technology to identify unauthorized streams for enforcement
Developments and Enforcement Best Practices
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Facebook Live
Impact live events, shows and movies
Educate viewers on legality of sharing live
content
Use Facebook Rights Manager to protect content
from streaming piracy on Facebook (launched
April 2016)
How to Protect Live Content
Best Practices
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What Not To Do
1. Ignore the issue
Brand abuse and counterfeit will not go away on its own
Be proactive now rather than trying to fix the damage later
2. Do it manually
There are too many channels and venues to monitor manually
Manual approach is usually more costly and less effective in the long run
3. Treat all abuses equally
Not all brand abuse has the same impact
Prioritize abuse based on its impact on your business
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What You Should Do
1. Be proactive
Monitor and proactively protect your customers from counterfeit and brand abuse
2. Leverage technologies
Ensure you have a purpose-built technology to help you detect, analyze and enforce to
combat counterfeit
3. Don’t focus on just one channel
Brand abuses take place across multiple digital channels in different forms
Websites Paid
Search
Social
Media
Mobile
Apps Email
Deep
Web &
Dark
Web
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Educate Your Customers
Make your customers your allies in fighting counterfeit activities
Set up easy methods for customers to forward any scams
Provide best practices and clearly identify who your authorized sellers so your customers can
purchase with confidence
Q&A
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