Page 33 - index

Given the variety and costs, the 5. The treasure chest of digital Conclusion
precautionary domain registration is content
no longer effective as a strategy. In the digital world, the negative
Instead, it is usually advisable to Software, movies, music, patents, consequences of brand abuse are
monitor this extended domain envi- customer lists or databases, all not only noticeable in sales, as
ronment in relation to trademark count to the most precious treas- even the brand image, trade rela-
infringement. In addition, it is useful ures of a company. Therefore, it is tions, customer trust and efficiency
to define a procedure for domains important to know potential threats of marketing activities are at stake.
that violate the trademark rights to protect these intangible digital A strategy for online brand protec-
and steal traffic in advance. Ideally, values properly. tion is therefore essential for all
legal-, trademark- and risk manage- brands and online stores, because
ment experts should work closely Tip: Focus on search engines as a they are all threatened by the illegal
together. central element of your safety pre- activities of cyber criminals and
cautions. This probably helps to brand pirates. ◊
avoid redirecting clients to fake
websites and bars pirated content. By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia