Blindagem de marca: o plano essencial pré-Black Friday 2025

What if they told you that the biggest threat to your company on Black Friday 2025 is not competition, but the lack of brand shielding?

On November 28th, when millions of consumers are hunting for deals on all marketplaces, opportunistic sellers and counterfeiters will be preparing to steal the clicks that should go to your checkout.

Check below the checklist that our specialists prepared to guarantee the complete shielding of your brand during Black Friday 2025!

Why is your brand more vulnerable on Black Friday?

Every day leading up to Black Friday, the volume of transactions, advertisements, and digital interactions grows, which exponentially increases the activity of scammers and hackers.

According to SEON report, between October and December 2024, scam activities in digital commerce grew by around 5 times more in the Black Friday period compared to normal days.

What does it mean to shield your brand (in practice)?

Shielding your brand is a way of implementing a set of controls, monitoring, and responses with the objective of protecting both commercial assets (brand, image, price, and offer) and reputation and sales channels.

In practice, it works as follows:

1. Preventive: define commercial policies (minimum price, brand use, or authorized seller) and configure systems that detect variations, duplications, or deviations;
2. Detective: monitor marketplace, traffic, paid ads, new or suspicious domains, branded search terms, and invalid clicks;
3. Reactive/corrective: have an agile incident response protocol to avoid damage to reputation or the distribution chain.

Checklist: How to prepare your brand for Black Friday?

Our team put together a checklist to help your brand face the most critical period of the year with full shielding:

Map active sellers and ads on marketplaces

Before proceeding, check out how to ensure full visibility of your operation:

1. Identify all active sellers for validate that they are approved and that they have a commercial permit;
2. Audit SKUs, EANs, descriptions, and price variations to identify violations and duplications;
3. Cross inventory and PMA data to detect irregular offers and potential risks of breach of contract.

Review PMA policies and partner agreements

Here's what to do to maintain price and discount governance:

1. Update the policy of Minimum Advertised Price (PMA), defining maximum and minimum discount limits for the period;
2. Review contracts and SLAs with distributors to reinforce accountability for pricing practices;
3. Validate the elasticity allowed to avoid aggressive unauthorized discounts.

Audit paid media campaigns and brand keywords

Before adjusting your paid traffic, check out the three essential checks below:

1. Review brand keywords, negatives, overlays, and auctions that may generate internal competition;
2. Map instances of brand bidding by third parties, adjusting guardrails and negative words;
3. Equalize institutional and promotional campaigns for avoid dispersion of funds and loss of dominance in the SERP.

Monitor sponsored results and suspicious domains

Here's how to detect online scam attempts and undue traffic capture:

1. Monitor SERP and Sponsored ads in real time, verifying unauthorized uses of the brand;
2. Identify new, suspicious, or domains with changed spellings (Typosquatting) trying to divert traffic;
3. Classify risks and trigger removal with search engines, providers, or marketplaces when necessary.

Enable quick response to reports of counterfeiting and brand bidding

Before structuring your reaction protocol, check out the three measures to avoid cases of Brand Bidding and Counterfeits on Black Friday:

1. Create a Standardized flow of detection, documentation, and legal referral for each complaint;
2. Set up automatic alerts for critical terms related to the brand, products, and spelling variations;
3. Establish direct contact with marketplaces and ad platforms to expedite removals and blocks.

Black Friday is the time when the brands sell the most! It's also the time when the most can be attacked. Shielding your brand before peak sales is the best investment in security for that date.

Learn how Branddi helps companies detect and eliminate mispractices that threaten brand names and profits. Talk to our team now!