Preparing your brand for the internet

Friday 16th May 2008

You've spent your career establishing and growing your business and brand, only to find that you've got to do it all over again – this time on the internet, says Rhonda A. Steele

According to Internet World Stats, European internet usage statistics are second only to Asia, coming in at nearly 338 million users for the third quarter of 2007. Asia sees more than 459 million users, and North America has nearly 235 million people on the web.

These numbers should spark your interest; if this many people are surfing the internet, how many of them are coming across your business and your brand? The internet has provided us with an incredible opportunity to communicate instantaneously and given us the ability to find, research, and purchase goods and services like never before, all in a virtual marketplace.

Securing your brand online is one of the most important things you can do to protect the quality and value associated with whatever it is that you manufacture. Whether a product or a service, millions of people see what you offer and you need them to realise the quality behind your brand.

When it comes to the internet, your trademark, domain names and URLs are worth taking a second look at in terms of their security.

E-commerce allows businesses and brands to reach a never-before-seen group of diversified consumers, and it lets you take your business where the demand dictates. And to reach these new customers, securing new domain names lets you expand your brand’s influence. In the last year, major new domains have been released, including .eu and .asia. These markets are growing at an incredible rate, and your brand needs to be a part of that growth.

Unfortunately, this new opportunity is not threat-free
Since trademarks represent the best in quality, service and value, there are people out there who are looking to make money off of the recognition associated with your brand.

Internet security threats now extend well beyond computer viruses. These threats include actively fraudulent phishing emails, which can solicit personal information, and cybersquatting, which lures in internet users through the use of domain names that contain trademarks for the purpose of drawing customers away from your business.

Protecting your brand
Companies must be vigilant against looming internet threats, and should take proactive measures to police their brands across domain names from all countries.

There are ways to enforce your brand online. The Uniform Dispute Resolution Policy, or UDRP, is a legal action that companies around the world are taking advantage of every day, although only a portion of international domain names are covered by this dispute resolution policy.

According to the World Intellectual Property Organisation, reports of dispute resolution cases increased by 25 percent in 2006 compared to 2005. This increase, considered with the previously mentioned statistics, gives a sense of the scope of the online threat against brands and consumers.

These statistics are sure to rise as cyber crime advances with technology and the growing numbers of internet users provide more opportunity for fraud.

As the internet continues to reach new milestones, and more users join the web, be sure to transition your brand to the online world and consider policing and protecting your trademark a prudent priority.

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