Wednesday 26 June 2013

New service from Brandstrike targets internet losses

This blogger has just been informed of an interesting new service being offered by brand protection services Brandstrike. According to a media release from Brandstrike's Damian Croker:
Businesses frustrated with an inability to pinpoint websites responsible for revenue and reputation loss will get a helping hand this month as brand protection services company, Brandstrike launches its revolutionary Revenue and Reputation Risk Index™ (RRRI™). 
The patent pending technology behind Brandstrike’s RRR is the first of its kind to give rights holders the information they need to be able to focus on those websites that are actually causing real revenue and reputation loss. It transforms the current approach, which calls for a mass targeting of thousands of sites in the hope of catching the culprits in the net, with a seamless, integrated and speedy solution. 
Part of Brandstrike’s new IPCurator online brand protection solution, the ... RRI does all of the hard work for the rights holder, working out which infringing sites are getting the most traffic and then ranking them accordingly. It assigns a number to each website based on their search engine ranking results, making it possible to identify which infringing web sites are being visited by the largest number of consumers. This means enforcement resources can be appropriately and quickly directed at the offenders. 
Damian Croker, CEO of Brandstrike said: 
“... Counterfeiters that sell on the Internet have developed very good SEO skills and can register a domain name one week and be on the first page of a large search engine, such as Google, the next. Those counterfeiters are increasingly moving away from .com top-level domains (TLDs) and are now moving to country-code TLDs (ccTLDs) such as, making monitoring and enforcement on generic TLDs (gTLDs), such as .com registrations, only a part of the challenge.” 
Performing a search using a local search engine does not reveal which websites are appearing in the search results of consumers in other countries, because search results are specific to the geography of the searcher.  Therefore, the counterfeit web sites that a brand owner is able to remove or force to a lower rank on a given search engine are not necessarily the ones causing lost revenue and reputation in other parts of the world. 
Current online brand protection solutions are mostly based on ranking engines, such as Alexa, coupled with search results from a single search engine such as Google.  Some might employ algorithms that include other factors, but until Brandstrike’s RRRI, none could accurately identify which websites are receiving the most visitors around the world and are therefore the ones causing the most revenue and reputation loss....

The basic idea sounds logical enough, but it will be even better when we can get some examples of actual or estimated savings. And will the those targeted be able to take steps to avoid or mitigate its effectiveness?  IP Finance will watch with interest.

No comments: