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What is Brand Protection and How to Safeguard Your Company

As companies grow and become more successful, they often become targets of counterfeiters and other intellectual property thieves who seek to capitalize on their brand recognition and goodwill. This is where brand protection comes in, as it offers a range of tools and techniques that companies can use to safeguard their intellectual property and prevent unauthorized use.

What is Brand Protection?

Brand protection
is the practice of safeguarding a company’s asset. This including logos, taglines, brand names, and any intellectual property related to its brand, from infringement and counterfeiting. The objective of brand protection is to protect a company’s image, reputation, and profits.

Why do I need brand protection?

As a company becomes successful and establishes a strong reputation, it becomes a target for counterfeiters, pirates, and intellectual property infringers. These individuals and organizations seek to capitalize on the company’s reputation and brand recognition by producing and distributing fake or unauthorized products, services, or content. This can damage the company’s image, reputation, and profits.

Brand protection is necessary to safeguard a company’s assets and critical data from these unauthorized activities. By implementing brand protection tactics, a company can prevent or deter infringement and counterfeiting. Protect its intellectual property rights, and maintain the integrity and value of its brand. In addition, brand protection can help a company identify and address instances of infringement. Providing legal recourse and protecting its revenue streams.

Tactics used by counterfeiters to misuse your brand

Brand misuse is a general term that refers to the unauthorized use of a brand’s intellectual property by an outside group to exploit its reputation. Counterfeiters use a variety of tactics to misuse a brand’s good name, including

Link Manipulation

It is a common tactic used by bad actors to exploit brands. By manipulating and registering domains, they can direct users to fake websites. There are several tactics used in link manipulation, including:

  1. Misspelled URLs: Also known as typo-squatting or URL hijacking, this involves registering a domain name that is a slight misspelling of a legitimate domain name. Users who mistype the URL might direct to a fake website.
  2. Internationalized Domain Names (IDNs): Attackers can register domains that use international characters in place of English characters, making them look like legitimate websites to users who don’t recognize the difference.
  3. Hidden URLs: This tactic involves hiding the actual malicious URL under plain text that might say “click here.” Users who click on the link might directed to a fake website without realizing it.
  4. Top-level domain and country code top-level domain abuse: This involves taking a legitimate domain name and adding an incorrect top-level domain or country code top-level domain. For example, an impersonation of “” might read “,” tricking users into thinking it is a legitimate website.

Website Spoofing

Another tactic that bad actors use to exploit brands is website spoofing. This involves building fake websites that look exactly like the legitimate website, using the same coding, colors, images, and other design elements. The goal of website spoofing is to trick users into entering sensitive information, such as usernames and passwords, or to download malware onto their device. Spoofed websites can also be used to spread misinformation or conduct phishing attacks. It is important for companies to monitor for spoofed websites and take action to have them taken down as soon as possible. Companies can also use measures such as two-factor authentication to protect user accounts from being compromised through website spoofing attacks.

Vishing and SMShing

Two other tactics that bad actors use to exploit brands are vishing and smishing. Vishing refers to voice phishing. This is where attackers use social engineering techniques to trick victims into providing sensitive information over the phone. For example, an attacker might call a victim and pose as a representative from a legitimate compan. Asking for personal information such as credit card numbers or login credentials. Similarly, smishing refers to SMS phishing. Attackers send text messages that appear to be from a legitimate source. Containing links to fake websites or requests for personal information. Companies can protect against vishing and smishing by educating their employees and customers on how to recognize and report suspicious phone calls or messages. By implementing multi-factor authentication to prevent unauthorized access to accounts.

Social Media Impersonation

One tactic that bad actors use to exploit brands on social media is social media impersonation. They create fake social media accounts that appear to belong to your company and post content or comments that make them seem credible. They may also include links to fake websites and use your brand’s logo and graphics to further deceive people. This can have a damaging effect on your business, especially since social media is a popular channel for customer engagement and brand awareness


Online marketplaces are often targeted by brand exploiters. They create fake accounts to sell counterfeit goods or use your brand name without permission. This can lead to the dilution of your trademark rights and confusion among customers. If counterfeit products are of poor quality and do not meet customer expectations, it can also damage your brand’s reputation. It is important to monitor online marketplaces and take action against unauthorized sellers to protect your brand.

Search Engine Phishing and Mobile Apps

Counterfeiters use search engine phishing and mobile apps to exploit your brand. They create fake webpages that mimic your brand’s official website and appear in search engine results when users search for your brand’s keywords. This can lead to brand dilution and higher costs for your company.

Why Is Brand Protection Important – What Are the Impacts of Brand Infringement and/or Counterfeits?

The issues caused by infringers targeting your established brand go way beyond a few people making money by exploiting your brand’s IP. The impacts of IP infringement and brand misappropriation are far more severe:

Decrease in Sales

Counterfeit products bearing your brand name and logo can cause a decline in sales for your legitimate products. Customers who purchase these fake products unknowingly may be dissatisfied with their quality and develop a negative perception of your brand. This negative experience may prompt them to switch to a competitor’s product, resulting in a loss of revenue for your company.

Damage to Reputation

Counterfeit products can harm your brand’s reputation as customers who purchase them may have a negative experience. This negative experience may cause them to associate it with your brand and result in negative reviews, word-of-mouth negativity, and an overall loss of customer trust in your brand.

Legal Consequences

Brand infringement and counterfeiting are illegal activities that can result in serious legal consequences. If your brand’s intellectual property is misused, you may have to spend significant time and resources to enforce your legal rights. This may include filing lawsuits, sending cease and desist letters, and working with law enforcement agencies to identify and track down counterfeiters.

Financial Loss

Counterfeit products not only decrease sales revenue but can also lead to financial loss in other ways. For example, if a counterfeit product causes harm to a customer, your company may be held liable for damages. Additionally, you may need to spend money on legal fees, investigations, and brand protection efforts to prevent future infringements.

Brand Dilution

Brand dilution refers to the weakening of your brand’s reputation due to the unauthorized use of your intellectual property. This can happen when counterfeiters use your brand’s name, logo, or other identifying marks without your permission. As a result, your brand’s uniqueness and value may be diminished, making it more challenging to differentiate your brand from others in the market.

Brand protection is critical for businesses to safeguard their reputation and assets against counterfeiters, pirates, and other intellectual property infringers. Tactics used by these individuals to misuse a brand include link manipulation, website spoofing, vishing, and smishing. To protect against these tactics, companies must implement measures such as two-factor authentication, monitor for spoofed websites, and educate their employees and customers to recognize and report suspicious activity.


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1. What is the difference between brand protection and trademark protection?

Brand protection goes beyond trademark protection and involves protecting all aspects of your brand, including logos, designs, and slogans, from being misused or counterfeited.

2. How can I monitor my brand online?

You can use various online tools, such as social media listening tools and brand monitoring software, to track mentions of your brand, identify counterfeit products, and monitor e-commerce marketplaces.

3. How can I register my intellectual property?

You can register your intellectual property, such as trademarks and patents, with the relevant authorities in your country. In the US, trademarks can be registered with the USPTO (United States Patent and Trademark Office), while patents can be registered with the USPTO or the European Patent Office.

4. How can I secure my domain name?

To secure your domain name, you can register it with a reputable domain registrar and renew it regularly. You can also use domain privacy services to protect your personal information associated with the domain.

5. How do watermarks and anti-counterfeiting labels help protect my brand?

Watermarks and anti-counterfeiting labels make it more challenging for counterfeiters to replicate your products. By adding unique markings or features to your products, you can make it easier for customers to identify authentic products and discourage counterfeiters from copying your brand.

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