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What to look for in a brand protection service

Posted by Emma Smith on Friday, Nov 11, 2016

The right brand protection service will prevent and respond to any cases of unauthorised trademark use and illicit retail, of either genuine or counterfeit products. It therefore protects your brand from loss of investment, declining sales and crucial damage to brand equity.What-to-look-for-in-a-brand-protection-solution.png

The right brand protection service should be able to help your company identify and prioritise the greatest threats to your brand, using expertise and innovation in a tech-based solution.

<<Free Ebook: How to select a brand protection solution>>

Traditional legal efforts, while still helpful in some cases, are insufficient to keep up with the modern threats to brands; manual efforts to detect, document and submit take-downs will be very time-consuming where tech-driven solutions can support legal and brand protection teams and allow them to work more efficiently, by automating repetitive tasks. Using tech, your provider can automatically search thousands of targeted websites for keywords related to specified items and pages, where possible employing a keyword life-cycle, like the Red Points Brand Protection solution, so that the process can evolve alongside counterfeiters' attempts to avoid detection. This should help you to quickly identify the sites which pose the biggest threat to your brand.

When developing a brand protection strategy and looking for a protection service, here are 5 important factors to consider:

Efficiency

Whilst a long-term solution should be the absolute priority (see our webinar on how to stop repeating IP offenders), speed in removing infringements is crucial in a brand protection solution, to stop the effects of counterfeiting and regain brand control. A reliable brand protection service will advertise their rates of removal, and you should pay attention to the ratio of detections to eliminations and the average time from detection to removal of infringements. You should expect success rates of above 80%, with at maximum a three-day window for successful removal of infringements. Efficiency rates can be increased with automated tech but also through industry relationships which ensure that ISPs and marketplaces prioritise requests for rapid takedowns.

Auto-learning

Does the tech solution learn from its search results? AI tech can evolve with counterfeiters as they attempt to avoid detection, staying up-to-date with keywords which identify future threats to your brand, and using given data to customise the service delivered. Innovation is a must in the digital global counterfeit industry, and brands that do anti-counterfeiting right constantly work to adapt and integrate new technologies to remain one step ahead of counterfeiters.

Variety of monitored platforms

Technology has allowed for an increasing number of platforms and methods of brand infringement - from counterfeit goods sold over social media to search engines leading consumers to fake websites, and counterfeits are even being sold on apps like WhatsApp and Wallapop. Cybersquatting diverts traffic away from your brand’s website, threatening both businesses and consumers whilst surrendering control of trademarks. Depending on your business needs, your brand protection services should be aware of these channels and be capable of monitoring them.

Reporting software

Most brand protection services offer a reporting system based on an app or visual web dashboard. How easy is it for you to navigate the system, access the information you need and understand it? Software which is simple to work and easy to understand can be a huge time saver and reduce additional training costs. A good software system should do more than simply detect infringements - it should be able to report in detail and highlight websites and geographical areas of particular risk. 

Industry expertise

Some degree of human analysis is a good idea, as no matter how many tasks technology can automate, it can't (yet) replicate years of industry experience. Expert analysts can direct the technology and predict new trends, whilst an in-house legal team can assist with any extrajudicial actions required, such as those involved in taking down a fake website. Besides, anyone who's ever gone through the pain of automated customer service will agree that it's nice to have a knowledgeable human to speak to in a time of need. 

In finding the right content protection services you will also have to consider what staff time and resources you can commit to brand protection, and the costs involved in the services of brand protection software. There are many factors to consider, and all should be tailored to your own risk level. Thorough searching on Google, social media and top e-commerce sites for counterfeits will provide a certain level of insight into your risk, or alternatively take advantage of our free audit to analyse your level of counterfeit, which can be used to scale a solution to your specific risk requirements. For more information on selecting a brand protection solution that meets your needs, take advantage of our free eBook download:

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About the author

Emma Smith

Post Written by Emma Smith

Emma is a professional writer working with Red Points, researching and creating high-quality content. She is a trained investigative journalist with a special interest in tech and global affairs. Emma graduated from University College of Dublin with an MA hons in Media and International Conflict, and has a BA hons in journalism from Glasgow Caledonian University