1-How can Brand Protection Strategies help brands in terms of creating a
differentiated brand identity?
Creating a differentiated brand identity starts with owning the brand in the first place. This
means that the company must have very well-defined classes, which define the areas in
which it can do business. If the classes are very well defined, taking the short, medium- and
long-term growth of the company into consideration, the company will be able to grow with
the most amount of latitude.
Let’s take the example of one of our clients who sells their goods on the internet and in DIY
stores. They approached us because they were facing unfair competition on the market, and
they wanted us to help them create a brand protection strategy that would differentiate
them from these unlawful competitors.
Many of these so-said “competitors” were in fact copying our client’s products and passing
themselves off as selling genuine products. With our help, and by covering the basics
mentioned above, we were able to protect our client against these competitors, ensuring
our client’s continued success.
We helped our client reaffirm their position on the market. Having the best possible brand
protection strategy, has indeed helped with the consolidate their brand identity as market
leaders, further reinforcing their position in the face of their competitors, even the honest
ones...
2-What plays the more significant role in Brand’s Entity & Repute, its reach or
trusted products?
We often speak with brand owners who have faced the issue of counterfeit goods at some
point in the life of their company. We know that people who buy counterfeit goods, do so to
look like they can afford the real products.
What these consumers do not realise is that this behaviour is very harmful for companies
who put a lot of effort into creating the genuine products they sell. This not only affects
their bottom line because of lost sales, but it also affects their brand reputation, because
some of the goods on the market are not authentic. And then there is the companies that
produce these counterfeits in the first place.
One of our clients nearly lost their entire business because their brand was not correctly
protected. A competitor changed the packaging ever so slightly, and even the stores were
unaware that they were selling goods of lesser quality. Our client found out about the
situation when regular clients contacted the CEO to complain about the poor quality of the
goods, and he was shocked when he went to the store and discovered the counterfeit
goods.
Thankfully, we were able to help our client regain the trust of the consumers, by protecting
their brand and preventing the counterfeiter from doing any more harm to the business. As
our client also has an online presence, they were able to tell the story of this misadventure,and they increased brand awareness and their reach by reinforcing their commitment to
delivering the highest quality goods to their consumers.
This happy conclusion was only possible because we helped our client gain complete
ownership of all their brand assets, across the entire footprint of the business. The
importance of the completeness of brand ownership cannot be overstated when it comes to
brand protection.
3- What in your view is more important; Brand Awareness, Brand Loyalty or
Digitization?
Nowadays, when talking about brands, we believe that these three topics are a virtuous
cycle. To create brand awareness, part of the marketing strategy will be to promote the
brand online (digitisation), and the only way to create brand loyalty is to raise awareness,
which comes from online promotion.
For many of our clients, this is their daily bread. We help them protect their brand so that
they can advertise it online and offline, to provide their goods and services to the market. In
doing so, they create advertising campaigns, further raising their brand awareness, building
on the loyalty they have garnered from their clients. They use testimonials from their clients
to advertise to other potential clients, further reinforcing the virtuous cycle..
4-What factors do you believe will shape the future of Securing Brands Across the
Globe?
As brands become increasingly connected, and as consumers become used to finding them
online, as well as offline, we see the future of brand protection as a merger between both
online and offline protection.
We believe that platforms are going to enable companies to protect their brands as
efficiently and cost effectively as possible, and they will be able to do so anywhere, anytime.
They should be easy to use and make brand protection as simple as possible, and always
take in account the company’s growth strategy.
They should also put a big emphasis the business approach and logic behind brand
protection strategies for the clients, not only protecting what they do today, but what they
will do tomorrow.
By educating the market on the importance of brand protection, platforms will also
contribute to increasing the number of brands that are very well protected around the
world, across all markets and verticals.
Clients are all interested in being able to protect their brands across all of the marketplaces
they do business in, online and offline, so it stands to reason that platforms should make
that as easy and accessible as possible.
5- What is your company’s vision for 2021?
Over the last 12 months our platforms, greatbrands.net and tm-xchange.com, have been
used by over 60 clients and we have helped them protect over 90 brands throughout the
world. We are going to continue growing exponentially, as we have automated many of the
processes that make brand protection time consuming and expensive.
Working with NetService, we are currently working on integrating artificial intelligence and
blockchain technology into our platforms. The AI will be used to further accelerate the
speed at which we respond to the growing number of requests, by allowing us to pre-
process the incoming queries.
Also with the help of NetService, Blockchain technologies will enable us, and the entire
brand protection community, to improve the accessibility of the available information, by
providing a single source of truth for brand protection around the world. We want to work
with every trademark office and brand protection company to make this a reality.
NetService has a vast and deep knowledge about both the above-mentioned topics. They
have helped us understand the impact that the use of these technologies could have on the
market and are helping implement the necessary tech stack to make it a reality.
We are always looking for partners to join our partner network and maximise the value we
can bring to our respective companies and clients. By providing the market with a
comprehensive solution to all of their brand protection needs, and looking to the future, we
are convinced that we will be able to positively impact the growth of our partners and
clients in the short-, medium-, and long-term.
Register the Conference Now (at) 2nd Virtual Brand Protection Forum (VBPF)
Write us to Connect
Follow us on Twitter
Connect us on Linkedin
Like us on Facebook
Follow us on Instagram
For More Events Click Here
