“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.

Marketing

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.

Legal

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 Brand Trust 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.

PUBLISHED BY

Red Sift

11 Oct. 2022

SHARE ARTICLE:

Categories

Recent Posts

VIEW ALL
DMARC

More than 50% of US banks remain vulnerable to phishing attacks

Stuart Rogers

Executive summary: Over half of major U.S. banks remain exposed to phishing attacks because of weak or absent DMARC enforcement, despite rising cybercrime losses and increasingly sophisticated email threats. Operational challenges, regulatory gaps, and underestimation of risk hinder stronger protections, putting customer trust and financial stability in jeopardy. Key takeaways Email remains the primary…

Read more
Product Release

Stream Red Sift telemetry to Sentinel, Splunk, and more with Event Hub

Francesca Rünger-Field

Event Hub is a new capability that streams real-time, structured security events from Red Sift products into the platforms security teams already use: SIEMs, SOARs, XDRs, ticketing tools, messaging platforms, and cloud storage. It enables faster, more consistent response by pushing telemetry directly into the workflows where detection, triage, and remediation already happen. Whether…

Read more
Thought Leadership

How the EU can mandate stronger email security

Antony Seedhouse

Executive summary: The article examines how the EU can proactively close email security gaps by leveraging the NIS2 Directive to mandate robust, harmonized standards like DMARC, DKIM, and SPF across all member states. By acting now, the EU not only protects its digital ecosystem but also sets a global benchmark for cybersecurity best practices.…

Read more
News

Europe’s #1 for DMARC: Red Sift OnDMARC does it again

Francesca Rünger-Field

G2’s Summer 2025 Report has landed, and we’re proud to share that Red Sift OnDMARC remains the #1-rated DMARC solution in Europe. This marks another strong season for OnDMARC, with continued recognition across G2’s category reports. We were featured in 18 reports this quarter, taking top spots in the Mid-Market Results Index and Mid-Market…

Read more