The Brand Wars Are Coming! How to Defend Your Brands on the Internet
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By Erik J. Heels
Cybersquatters, typosquatters, parody domain names, look-alike URLs and competitors purchasing others’ keywords-these are the kinds of developments posing threats to brands online. Here are 11 protection tactics.
In 1997, if you had a domain name and a registered trademark for your brand, you were in good shape. In 2007, it takes more to protect a brand on the Internet owing to two key developments. One, the definition of “brand” has expanded to include things that aren’t necessarily trademarkable (such as the names of your key personnel). Second, brands are at risk from being used (and abused) by cybersquatters and others in ways that weren’t foreseeable a decade ago. To quote Aragorn in The Lord of the Rings: The Two Towers, “Open war is upon you whether you would risk it or not.”
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