Protecting your Brand

1

• Protecting your Brand
• Damian Croker
• damian.croker_at_brandstrike.com

2
Protecting your Brand

• What is a brand?
• Why is it important?
• Where does it need protecting?
• When do you know if you have a problem?
• How is infringement enforced?
• Some examples of online infringement
• A few statistics

3
What is a Brand?

• Many definitions
• Not a trademark
• An experience

4
Why is it important?

• A patent is for 20 years, a brand is for life.
• Lost reputation equals lost revenue
• Company Value

5
Be Careful
6
Where does it need protecting?

• At Creation and beyond
• Online
• Supply Chain

7
When do you know if you have a problem?

• Drop in sales
• Customers/Distributor
• Monitoring

8
How is infringement enforced?

• Gather Evidence
• Send a letter/Mediate
• Enforcement Agencies

9
Barbour.com
10
Barbourjacket.org
11
Barbourjacket.org
12
Barbourjacket Whois

• Registered by GoDaddy.com, Inc. (R91-LROR)
  Domain IDD162823104-LROR
• Registrant CR88612907 lin min xiahe lu
  guomaodasha xiamen fujian 361000 CN Phone
• 86.15359236372 Ext. Fax Ext. Email
  china2688_at_163.com
•  
• Administrative Contact CR88612911 lin min xiahe
  lu guomaodasha xiamen fujian 361000 CN Phone
• 86.15359236372 Phone Ext Admin FAX Admin FAX
  Ext Emailchina2688_at_163.com
•  
• Technical Contact CR88612909 lin min xiahe lu
  guomaodasha xiamen fujian 361000 CN Phone
• 86.15359236372 Phone Ext Tech FAX Tech FAX
  Ext Emailchina2688_at_163.com
•  
• Record History Record created on 19-Jul-2011
  174718 UTC
• Record last updated on 19-Jul-2011 180138 UTC
• Record expires on 19-Jul-2012 174718 UTC
• Domain Servers in Listed Order
• NS66.DOMAINCONTROL.COM
• NS65.DOMAINCONTROL.COM
• DNSSECUnsigned

13
WIPO
14
WIPD
15
Natwest.de
16
Natwest.de for Sale
17
A Few Statistics

• IP Crime in UK valued at 1.3bn
• 70 flows back to organised crime
• Impact on UK valued at 3.6bn in lost taxes and
  380,000 jobs
• 10 technology products sold worldwide
  counterfeit
• 6m counterfeit medicines seized since 2006
• 90 of all seizures in Europe by customs
• 54 of all EU seized counterfeit goods from China