The Problem

Online Counterfeit Commerce – A multi-brand problem

Large volumes of search traffic go to counterfeit sites through non-branded search queries.  One company/brand can not stop the non-branded search traffic to counterfeit sites.  Non-branded search engine results pages (SERPs) look like Canal Street of old.  First page SERP results on non-branded keywords erode brand equity for all brands.

Brand Equity Costs?

Monetary damages are just the beginning.  Online counterfeiting erodes brand equity.  According to the CMO Council 2009 Strategic Interest Study, consistent and notable quarter-over-quarter growth in cybersquatting for two years demonstrates that brandjackers are increasingly leveraging trademarks as they make use of best practices in search engine optimization to divert traffic to illegitimate or unauthorized sites.

The Enemy

Multi-jurisdictional, trans-jurisdictional Many operate dozens of sites at a time Take advantage of the ‘whack-a-mole’ game Spend 100s of thousands of dollars on SEO Temporarily respond to takedown requests Not just “one guy” anymore Sophisticated vendor/client networks