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BizReport : Research archives : May 02, 2007


"Brandjacking" is on the rise

Do you know how your brand is being used online? According to a new report called the Brandjacking Index, many brands are being hijacked online - and companies don't even know about it.

by Kristina Knight

Cybersquatting is the leading cause of brand manipulation. By buying relevant domain names, cybersquatters abuse the brand image for their own gain. Phishing attacks, click fraud and similar tactics are used to make money or steal information.

The Brandjacking Index tracked 25 popular brands on 134 million public online records in March. The report authors found more than 285,000 instances of cybersquatting during the four-week study period.

Frederick Felman, MarkMonitor's chief marketing officer, said (in an interview with Reuters) that cybersquatting is a starting point for other forms of abuse, including search marketing tricks designed to pull traffic away from reputable Web sites. "Brand-holders face a double whammy: The volume of these abuses is significant, while abusers are becoming alarmingly savvy marketers," he said.

In another report, researchers found that phishing attacks increase 104% between March 2006 and March 2007.

What can a business, online or offline, do to protect themselves?

Stay on top of where your brand and trademarks are being used with a brand tracker like this one from ACNielsen, and invest in an email authentication program for email campaigns.






Tags: brand awareness, brand management, brand value








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  • Derick Harris

    None of this is necessary. Brandjacking is entirely avoidable. Phishing is entirely avoidable. All the big brand names have to do is redirect their brand names from a dot-com master channel. Interchangeable Master Channels (IMCs) in the dot-com name space are in effect a private Internet that will perfectly connect almost every brand name on earth to the

    web sites of the online brands. IMCs are impervious to phishing. They entirely avoid spoofing. it is also not possible to register a domain name with one or the other typos to mimic the brand name on the Web. I do not know why some famous brands resist using this effective and inexpensive solution when the entire process is invisible to online end users.





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