Online Brand Management: Brand Protection Basics
One of the greatest strengths of the Web is that it gives everyone with a connection the ability to publish content, period. Anyone can register domain
names and build attendant webpages, often for what amounts to a pittance. Some domains cost as little as ten dollars to register, or less if the buyer
wishes to bundle the purchase of several names at once. Naturally, this flexibility has attracted the attention of people with less than honest motives
for their efforts.
Like it or not, there are individuals online who aren't content to promote their brand through their own efforts and hard work, but would prefer to profit
by the work of others. They accomplish this through a number of unfortunate methods. They domain-squat on names they expect to become famous,
use similar names and domains to get attention, and in general rely on the good name of brands they have nothing to do with to draw in business.
As part of the effort to build up a brand into something to be proud of, it's important to focus on brand protection. It may sound silly on the surface;
after all, who could be confused by Makdonolds as opposed to McDonalds? However the issue isn't always quite so ridiculously clear, and can lead to
a number of hassles a brand just doesn't need. Here we share three common hazards and their solutions for safeguarding your brand.
Hazard 1 - Cybersquatting
In short, cybersquatting is a series of methods for registering and maintaining a domain name solely with the intent to profit from another agency that
The first method revolves around predicting the need for the domain name itself. As in the above example, suppose in the early days of the Internet
someone outside McDonald's had registered all the relevant domain names. When McDonald's finally goes to establish a Web presence, they find the
names they need are all taken, and thus have to bargain with this individual for terms under which he'll sell them back, obviously at a profit to himself.