Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena

Excerpt

Digitalízatíon and the convergence of networked communication mediums have forever changed the way we live and conduct business. Broadband and wireless technologies, networked appliances, and multipurpose consumer devices promise to embed digital networks even deeper into our everyday routines. Unfortunately, while such technological advances have created fantastic opportunities, they have also facilitated new, unscrupulous business tactics and provided a haven for criminals who thrive on the victimization of corporations and consumers alike.

Few people are aware of the extent to which brands and digital assets are exploited online through practices such as piracy, counterfeiting, deceit, and fraud—all in blatant fashion. And the level of abuse is rapidly escalating, costing companies millions of dollars annually in lost business and goodwill. Fierce competition and economic pressures have exacerbated the situation as ethics fall by the wayside in the struggle for profits and survival. The situation is further aggravated when brand owners fail to protect their assets.

Just ask Nintendo about the importance of defending brands in the new millennium. Imagine how shocked the company was to discover that pornographic websites were using Nintendo's popular character names to lure unsuspecting web surfers. The last thing Nintendo wants is for a young fan of online games to inadvertently end up at a raunchy porn site. The problem had become so severe that Nintendo knew it had to take action. [The Nintendo brand is . . .

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