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The Measure of a Brand: The Online Challenge

The value of a brand

The Internet has changed the way organizations do business today. At the same time, the proliferation of information available online can be both a blessing and a curse when it comes to protecting a corporate brand.

Organizations are quickly realizing that monitoring and protecting brand and copyright usage has become exponentially harder with the rise of the Internet. Phishing, spoofing sites, phony links, misleading photos – there are literally thousands of ways a brand or copyrighted images can be misused. The rise of blogging and recent amendments to fair-use laws in the United States that allow journalistic use of copyrighted material without permission, have made it even more challenging.

While the task seems overwhelming, protecting a brand online is vital in today’s competitive environment. Overlooking online brand usage can lead to loss of revenues through counterfeiting and spoofing; loss of reputation where customer trust has been compromised; and even loss of rights to the brand if a company has not demonstrated due diligence in protecting it. In addition, with blogs providing an open forum for consumer complaints and editorial challenges, it is critical to one’s reputation to have comprehensive knowledge of what is being said about a brand, by whom, and what – if any – type of response is needed.

In addition, many organizations have a regulatory obligation to address foreseeable threats to their customers, which can include online activities associated with identity theft, misleading information or even simple nuisance events.

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