Brand protection en francais [Video]

Last updated : Sept 19, 2022

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hi my name is bruno and welcome to red points academy in this course we're going to be discussing what brand protection is its fundamentals brand protection methods strategies and current technologies including definitions of the range of infringement areas that might typically apply consolidated with explanations of the basic brand protection terminology this curse is intended to be relevant to any individual with an interest in learning more about brand protection brand abuse and about the key areas of importance for those creating a strong brand protection strategy for protecting the revenue security and reputation of any company and its customers but before we move into the definitions of brand protection it is essential understanding what a brand is and how the internet plays a major role for brands to explain their reach and reputation for starters what is a brand a brand can be defined as a distinguishing symbol mark logo sentence or combination of these elements the companies and businesses used to distinguish their product or service from others in the market in the sense brand is similar to the current meaning and definition of what's commonly understood as trademark however a brand is more than just a name it is also the perception of consumers about the brand as a whole what they think of when they hear the brand name the qualities and attributes of a product or service for example think about a soft drink any soft drink now can you think of a brand how would you define that soft drink is it good tasty cheap can you think of a similar soft drink how would you distinguish your favorite soft drink from another while a trademark exists and can be considered fixed a brand only exists in this in someone's mind as the bond of a business identity with a consumer it is what builds value for companies and businesses and at the end of the day a brand is a promise to consumers and the foundation of any business success but what does the internet have to do with this the ever-changing internet landscape is often a complex and difficult space to understand its reach is growing rapidly recent reports revealed that more than 3.8 billion people around the world use the internet today of which 3 billion are considered active social media users the rapid growth in size scope and reach of the internet together with the expansion of e-commerce social media and the popularity of online marketplaces has brought incredible opportunities for brand owners changing how brands engage with the customers and drive revenue however as companies and businesses from most segments have already joined the internet revolution so have brand abusers and corner feeders the counterfeit industry has exploded in recent years figures from 2015 indicate that the counterfeit goods industry accounts for 2.5 of all global trade a significant amount that equates for 461 billion dollars according to the icc the negative impacts of counterfeiting and piracy are projected to drain over four trillion dollars from the global economy and put 5.4 million legitimate jobs at risk by 2022. an acceleration that is having a vast negative impact on legitimate businesses governments and consumers and ultimately for society as a whole when examining the causes of counterfeit e-commerce is the elephant in the room with online retail giants make online shopping a norm and e-commerce truly becoming the future of the retail it's also become much easier for consumers and condom fitters to reach each other with minimal risk as online shopping continues growing subsequently the number of e-commerce channels keeps increasing and so does the opportunity for brand abusers to impersonate brands or to fraudulently deceive or confuse consumers into buying counterfeits or being scammed but so what has been driving brand abusers to the internet besides of the natural disposition created by the internet in facilitating the increase of e-commerce and for brand abuse online there are other factors that sum up to the drive for the use of the internet by brand of users such as anonymity flexibility reach and deception the first one we're going to be talking about is anonymity because the risk of detection or identification of brand abusers is limited due to the anonym environment of the internet it is also harder for band owners to persecute abusers offline another relevant factor is flexibility since nowadays anyone worldwide with internet access is able to set up an online merchant site a social media profile or simply sell their products in a marketplace such as ebay or amazon and while some rogue websites and unauthorized listings can be easily taken to our brand owners it can be equally easy for brand abusers to move their content to another jurisdiction with weaker ip legislations or enforcement another website or create a new online identity the number of websites and listings are huge making it difficult for rights holders and agencies to identify and act against brand abusers reach is also another important topic as with the internet sellers have now the means to reach a much larger audience at low cost and brand abusers they have mainly only taken advantage of local informal markets have now the opportunity to expand their sales and reach a global audience and last but not least there is also deception as it is easy for brand abusers to pass off as official websites for creating sophisticated and professional looking websites by using images and tools available online these websites can be highly effective misleading and deceiving buyers finally the infringing products might be sold alongside legitimate articles which can facilitate deception this is especially true not only new and emerging ecommerce channels and marketplaces but also across social media platforms by the end of 2013 there are over 2.8 billion internet users worldwide and in about three years in the first half of 2017 it reached the 3.8 billion mark taking global internet penetration to over 51 percent during the same period of 2017 facebook also reached a remarkable milestone of achieving 2 billion monthly active users of which 1.3 billion access to social platform daily unsurprisingly facebook ranks within the top 10 websites with the most counterfeit merchandise without even being a dedicated ecommerce platform showing the impact of social media and importance of adapting brand protection strategies across multiple platforms as the internet evolves the fast moving online environment lack of policy along with the four factors you mentioned previously offer a tremendous opportunity for brand abusers to operate and act in bad faith they do this by taking advantage of third parties brands affecting a huge range of companies across the world from luxury to b2b to pharmaceutical and even the food and drink industry fundamentally brand abuse and counterfeiting affect everyone from multinationals to medium-sized businesses and both national and supranational governments like the european union have struggled to contain this problem fortunately despite all these challenges combating brand abuse effectively is entirely possible wit

Thanks for your comment Carey Bernosky, have a nice day.
- Jeannie Savka, Staff Member

Thanks for this interesting article

Thanks Pamelia your participation is very much appreciated
- Jeannie Savka

About the author

Jeannie Savka

I've studied conchology at North Greenville University in Tigerville and I am an expert in accounting. I usually feel irritated. My previous job was medical administrative assistant I held this position for 10 years, I love talking about field hockey and bingo. Huge fan of T-Series I practice racquetball and collect classic cars.