Black Friday – a potential threat against your brand

Prior to major commercial holidays there are a significant increase of brand infringements online. Black Friday falls on the day after Thanksgiving and has become a phenomenon in large parts of the western world. Another commercial holiday is the so-called "Singles Day" which is very big in China and Asia. New reports show clear links between these days and increased digital brand infringement. The reports testify, among other things, that for one, unnamed luxury brand, no less than 171 individual infringements were registered just 2 days before Singles Day.

Before Black Friday, there is there for great reason to be extra vigilant about how the brand is used online. Buyers, for example, are often less likely to feel suspicious when counterfeit goods are sold at cheaper prices (under the pretext that they are a "temporary offer"). Other forms of infringements are so-called "phishing emails" where customers are asked to click on links to access the "offer" where fraudsters collect sensitive information. Here it is up to you as a company to ensure that you are communicating from your domain. This is done through the implementation of DMARC and a continuous analysis of the e-mail flow.

So how, as a company, should you protect your brand?

• The right level of protection
  The first, and basic, step is to have the right level of protection for your brand. In addition to covering the geographical markets where your brand is sold, it is also important to protect the brand in the countries where you have your production.
• Monitoring
  Monitoring your brand is vital in order to act quickly on infringement - both legal and digital. When you register your trademark digitally (domain name), the trademark can be used for fraudulent purposes almost immediately, and without a watch service you as a company often do not notice this until it is too late. Similarly, uploading pirated copies to marketplaces, or registering social media accounts used to deceive buyers, is a quick process. A good surveillance solution gives you the opportunity to act quickly on infringement before your customers are affected and your brand gets a bad reputation.
• IT-secure the brand
  SSL certificates are now considered a hygiene factor on websites, but in addition, companies should review solutions to ensure exclusive rights to send emails from their domains. Read more about Email Compromise Protection HERE.
• Clarity towards customers
  Be clear and consistent in how you communicate with your customers. This gives them the chance to react to communication methods that do not meet your standard.
• Strategy for reactive efforts
  When possible infringements occur, measures can be implemented more quickly if there is a clear strategy / action plan. When do you use takedowns (through technology extinguish illegal websites) and when do you go to dispute?

If you want help overseeing your level of brand security, or if you suspect you have been compromised, you can always contact Ports Group. We have over 25 years of experience in protecting all parts of the brand - legally, digitally and technically.