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Protection from Brand Infection
CMO COUNCIL, Jan 2009
The new Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks, and it quantifies the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners. Through both enterprise and consumer research, it also identifies best practices for pre-empting digital and/or physical counterfeiting and containing or mitigating the resulting damage to bruised or battered brands. The full report includes conversations with leading global marketers about the strategies and effectiveness of resources, solutions, and services being employed in the both the detection and protection of brand infection worldwide.
Summary of Key Findings:
Brand value, trust, integrity and reputation are being significantly eroded and damaged as a result of grey market knock-offs, phishing attacks, cybersquatting, email scams, trademark abuse, copyright and patent infringements, as well as a host of other malevolent forms of brand corruption. As brand stewards, marketers are braced to battle increasingly aggressive and elaborate brand hijackers.
Online, sophisticated and savvy brand extortionists and cyber scammers are boldly preying on unsuspecting consumers with bogus brand name email/web sites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection. Offline, increasingly global and organized counterfeiting operations fueled by the down economy are flooding the market with knock-offs and fakes. Most importantly, as architects and stewards of the customer experience, marketers are confronting this collision of trust and trespass, knowing that the value of a brand can directly affect customer loyalty and advocacy.
These are some of the top line findings of a global audit of how marketers view these threats and how well they understand the impact on their customer and the value, trust and integrity of their brands. The online study, “Protection from Brand Infection” was sponsored by MarkMonitor, a leading provider of enterprise brand protection, and tapped 306 global marketers across all regions of the world to weigh in on the pain points of brand hijackings, their strategies and plans for broader study.
Marketers are decidedly behind the curve on the issue of brand protection and are struggling to understand, monitor and measure the impact of brand corruption and product knockoffs on consumer trust and confidence. But they’ve awakened to the threat trademark trespassing has on bottom line business , and the real cost of lost brand value, integrity and consumer trust. Spending on brand protection solutions, tools, programs and campaigns are poised to trend upwards as marketers launch greater protective measures to fend off attack and preserve the value of their brand
Responses also reveal there’s a growing recognition that more study is required to develop measures, best practices and benchmarks for solutions. However, a disproportionate number of marketers simply do not have the power to enact real change as the overwhelming majority of companies delegate control of brand protection to legal departments. Marketers are also more comfortable and aware of solutions for combating online attacks thanks to online monitoring and using third-party providers to root out cybersquatting, brand hijacking and trademark trespassing. Marketers say they place an emphasis on prevention and monitoring misuse because recovery of lost value or actual damages is difficult.
The study reveals marketers have a great deal of work ahead in grasping the extent of the problem, measuring its impact and instituting measures to fend off attack and clean up widespread brand pollution. This seminal leadership report, a core part of the CMO Council’s Secure the Trust of Your Brand initiative, helps establish the baseline for marketers and lays the foundation for them to take aggressive action.
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