Brand Monitoring and Brand Management to protect Brand Reputation

Brand monitoring is the practice of “strategically and regularly investigating online resources in order to discover and when necessary react to references to your companies’ trademarks and potentially the trademarks of your competitors.” Brand monitoring is very important in today’s hypercompetitive business environment where fraudsters stop at nothing to make money. Hence, brand monitoring is the only effective means to protect one’s brand name from losing its credibility in the market.

The advent of the Internet has provided fraudsters with ample opportunities to involve in counterfeiting and other illegal and fraudulent activities. This puts brands at grave risk of losing its hard-earned reputation, image, and name. Counterfeiting and gray marketing actually wipes out marketing investments that runs into millions, erodes the brand and its reputation, and breaks customer trust.

According to leading research agency Gartner, "IT needs to really help marketing and communications, legal counsel, corporate risk management and the line of business, understand how to better monitor, manage, and measure online reputation and to immediate problems faster when they occur." Hence, today Enterprise Risk Management (ERM) solution providers have come up with effective brand monitoring solutions that help to identify counterfeit suspects and gray market violators quickly for effective enforcement actions. It searches the Internet 24/7 for violations, prioritizes and analyzes the violations and presents the details in an easy-to-use dashboard. The following are some of the benefits of deploying brand monitoring solutions.

• Automated monitoring of Internet activity through intelligent search agents
• Retrieval of information down to the product and individual listing level (based upon client specifications)
• Application of both technology-based and human analysis to insure data integrity
• Protection of revenue by identifying and shutting down sites selling gray market, pirated or counterfeited good
• Reduction of false warranty/guarantees and customer support claims
• Finds new targets and networks that sell counterfeits
• Locates large players

With e-commerce facilitating the growth of counterfeiting and gray markets, global brand reputation management has become even tougher for manufacturers. Maintaining a strong brand worldwide is the key to increasing and maintaining a strong customer base. Hence, enterprises need to deploy brand monitoring and brand management solutions to combat any kind of reputation erosion.

International brand management solutions

Companies are struggling to answer the question of ‘how to protect their intellectual property in a rogue world—particularly when outsourcing to low cost regions?’ The New Momentum solution for brand management gives you the ability to:

• Find new targets and networks that sell counterfeits

• Locate large players

• Better model to find consistent trends

Get the New Momentum MAP Monitor solution which will help defend your brand from channel violations. It is a superior automated solution which will monitor online pricing and deliver prioritized, actionable data regarding violations to your Inbox.

Read More About: Anti-Counterfeiting