“That’s not my domain!” Whose problem is brand protection?

A strong brand takes time and effort to cultivate.

It’s certainly worth the effort, strong branding can be integral to the success of a business. In fact, 46% of consumers will pay more for brands they trust. It’s no wonder that brand protection is creeping up the priority lists of global businesses.

Traditionally, brand protection has been the responsibility of legal and brand professionals. However, brand abuse is becoming more complex and brand abusers are becoming more tech-savvy. That’s why several departments should now be taking a vested interest in brand protection.


Marketers are responsible for building and shaping a company’s brand over time. On average it takes 5-10 years for bigger corporations to build up and establish a successful brand.

However, if that brand is not protected, all that work building trust can be undone in minutes.

So, marketers should take a keen interest in monitoring how a brand is being protected. That way, they can be confident that brand abuse will not undermine their efforts.


A company’s legal team will want to ensure that brand infringement, fraud, and abuse are prevented. 

A common form of brand abuse is lookalike websites misusing an organization’s assets. It is the responsibility of a legal team to ensure that their brand’s names and logos are registered as trademarks. This allows such lookalike websites to be challenged and taken down.

85% of brands say they experienced trademark infringement in 2019. Three-quarters of these trademark infringements led to litigation.

Security Operations & Information Security

Many cyberattacks start with brand impersonation, fake websites, and other forms of online brand abuse. So, security operations and information security professionals need to be poised to prevent this. 

Specialized software allows aspects of online brand protection to be automated. For example, services like OnDOMAIN can monitor millions of newly registered hostnames to find impersonation domains. They can also scan for unauthorized uses of an organization’s logo and other assets. IT teams should ensure that such tools are employed as part of an organization’s brand protection strategy. 

Additionally, suffering a data breach is a surefire way to damage your brand’s reputation and lose the trust of your customers. As a result, ensuring that customer data is secure should be a key priority for IT teams.

And… Everyone else?

While many people feel that brand protection is not in their domain, it is, in fact, their problem.

71% of UK consumers say they’ll stop purchasing from a company altogether if their trust is broken. Conversely, brands that win trust are rewarded with more sales, advocacy, and long-term retention. 

It’s clear then that trust in a brand can make or break an organization’s success. So, every department should be a little bit invested in their organization’s brand protection.

To find out more about how our platform can contribute to your organization’s brand protection strategy, download our eBook today.


Sophia Martin

11 Oct. 2022



Recent Posts


Red Sift Recognized on Deloitte’s EMEA Fast 500™ List

Francesca Rünger-Field

We’re thrilled to share that Red Sift has been included in Deloitte’s 2023 EMEA Fast 500 list. This recognition stems from 389% revenue growth over three years, $54 million in Series B funding, acquiring ASM innovator Hardenize, and introducing the Red Sift Pulse Platform. Read the press release here. About the award The Deloitte Technology Fast…

Read more
Brand Protection

The vital role of cybersecurity for Nonprofits: A deep dive 

Sean Costigan

Save the Children, a beacon of hope and change, has been dedicated to improving the lives of children for over a century. Founded in London, it now has a presence in 29 nations, employing 844 staff members in the UK alone and engaging over 3600 formal volunteers. As charities and nonprofits like Save the…

Read more

Red Sift brings DMARC data to the SOC with new Cisco XDR…

Rebecca Warren

Today, we’re thrilled to announce that we’re extending our partnership by joining the Cisco Security Technical Alliance and integrating Red Sift OnDMARC with Cisco XDR. This integration builds on the Domain Protection partnership we announced in November 2023 to bring visibility of business email compromise into the SOC (security operations center). At release, Red…

Read more

Preventing certificate related violations in cybersecurity frameworks:  A guide to certificate monitoring…

Rebecca Warren

TLS is one of the most widely adopted security protocols in the world allowing for unprecedented levels of commerce across the internet.  At the core of the TLS protocol is TLS certificates. Organizations must deploy TLS certificates and corresponding private keys to their systems to provide them with unique identities that can be reliably…

Read more