Brand Policing

Topics: Brand, Brand management, Trademark Pages: 3 (658 words) Published: May 28, 2011
Running Head: Brand Policing





Doing business today for many organizations been eased by the introduction of the internet. The internet has however become both a case and a blessing since the proliferation of the information online has been a challenge in the protection of the corporate brand. Many organizations have realized that monitoring and protecting brand use is becoming an increasingly challenging with the increase in internet use. Spoofing sites, misleading photos and phishing among many other ways in which brand and copyrighted documents are being misused. This has been worsening by the recent amendments in the laws of the United State to allow journalist use copyrighted material without permission (Gottschalk, 2009). Protection of the brand online remains an important thing in today’s business environment that is constantly becoming competitive. Organizations cannot therefore overlook the use of brand online as it could result in the loss of revenue through spoofing and counterfeiting (Richard, 2007). The customer trust has been lost due to loss of reputation. The firms can loss the right to the brand if it does not prove its diligence in protecting it. For this reason, many companies are obliged to tackle these foreseeable threats to their customers. Due to this growing need, policing of brand to not only address these obvious threats like phishing attacks and internet fraud but tackle the widespread unauthorized use of logos is inevitable. This is because such threats have resulted in the loss of brands by companies resulting in the loss of revenue. Companies like BD-Brand Protect are therefore necessary to deal with such issues. The companies will adequately carry on the task as it involves use of resources most of which go beyond the scope of most companies due to the complexities of the online world (Richard, 2007).

BD-Brand Protect for instance a leader in dealing...
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