subject: Why Online Brand Management Is Essential? [print this page] Internet advancements have made it possible for enterprises to expand their capacities to conduct business across various cultures, countries and continents. All this can be done much more quickly and easily today as compared to a few years back. However, the same advanced techniques and technologies with which it is easy and simple for enterprises to have this global reach is also accessible to the cyber criminals and third party intruders, who are becoming smarter in finding out many ways to abuse brands for their own profits. They do this through counterfeit products and by hiding behind the anonymity of the internet.
Counterfeiting and other threats hurt sales, minimize consumer trust and dilute the brand equity that a company has established over the years with hard work. That is why it is essential to have a systematic online brand management and protection solution to secure brand image and trademark.
Developing an online brand protection program is essential to combat brand abuses. The way to initiate this is by conducting a brand protection analysis. The main objective of this analysis is to determine the present as in state. The analysis process needs to comprise touching base with the main stakeholders, both external and internal. Then it is essential to analyze the present processes and policies. Depending on this analysis companies need to develop action items and learn the results with not only the business today but also where the brand protection strategies would take the company in the forthcoming years.
An appropriate online brand protection solution must be cross departmental, coordinated and automated that extends beyond the legal department and involves brand management, loss prevention, marketing, risk and supply chain management. This protection should also be proactive in tracking down brand abusers so that the attacks are not repeated and head off any probable concerns with reputation, brand confusion, diverted site traffic and its related click stream and revenue.
Advanced Online brand protection solution offered by service providers comprises of a complete, multi-dimensional market intelligent cube, from where user formatted data export files and custom report views can be created. Most enterprises struggle to find out answers to these questions like the way to protect their intellectual property, especially when they are outsourcing to low cost regions. New age brand management solutions offer you the ability to:
Locate new targets and networks that sell counterfeits
Find large players
Modeling to find consistent trends
The Wall Street Journal asserted sometime back, Protect your reputation. Your good name is your most vital credential and once damaged cannot be easily repaired even if your business prospers and you devote yourself to good works. Hence, it is essential to invest in an innovative online brand management solution to keep your brand free from any counterfeit attacks and brand erosion.
by: Gladeyas
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