Branding
Online Brand Protection: how does brand bidding affect your branding?
gustavo-mariotto ·
We call brand protection, in Portuguese, the entire set of strategies and tools aimed at protecting a brand's reputation. For this reason, it is common for companies to invest a good part of their time and resources in these actions.
However, most of them direct their attention only to the visual identity and forget an important point often used by unfair competitors: advertisements. This is where brand bidding, an irregular ad hijacking tactic, develops and threatens the results of your sponsored campaigns.
But what are the threats behind brand bidding, how do they affect your brand protection and, most importantly, how to keep your brand preserved? Come with Branddi and follow this article!
Why is brand protection important?
Before we talk about brand bidding and its relationship with brand protection, it is important to understand more about what online brand protection is and why it has become so relevant for companies. Proof of this is the growing number of patent and trademark registrations, according to the Bulletin of the National Institute of Industrial Property.
However, although essential, registration is only the first step in trademark protection, which still involves many other actions. But why, after all, has this protection become such an important element in the corporate world?
Preservation of reputation
A brand's reputation is its main element of growth and maintenance. After all, it is through it that the company develops its relationship with its consumers and partners and expands its audience, increasing its revenue. In other words, it is understandable that a positive reputation is the main focus of a brand, right?
This is where online brand protection comes in, creating actions to prevent your brand elements from being associated with low-quality products or services. This is because this association can harm your image in the market and the trust of your consumers.
Investment protection
Every entrepreneur knows that building a brand requires time and investment. Therefore, it is natural that companies want to protect these elements as a way of saving the effort made against malicious competitors.
In this case, brand protection is an essential resource to prevent investments made in the company from being unused and diverted, causing financial losses and the possibility of lengthy and costly litigation.
Differentiation in the market
Increasing the profits and visibility of your business is undoubtedly one of your main objectives, right? Be aware that brand protection can also act for this purpose!
This is because a well-protected brand is also more capable of reallocating its investments in other areas. As a result, it rises in terms of innovation, quality and productivity, that is, it stands out from its main competitors, gaining consumer preference.
This differentiation, in turn, also impacts the company's results, which increases its profitability and popularity in the sector.
Legal compliance
Brand protection is also closely linked to the company's legal compliance. After all, it guarantees that you have exclusive rights to use your brand and prevents the emergence of litigation involving its exclusive elements.
In addition, of course, to ensuring that your brand is up to date with its legal obligations.
Brand bidding and online brand protection: how does ad hijacking threaten your brand?
In the topics above, we talk a little more about the online brand protection. But what, after all, is the relationship between this concept and brand bidding?
First of all, we need to understand what brand bidding is. Briefly, we can say that brand bidding is an unfair strategy that involves the hijacking of advertisements sponsored by competitors or partners. This occurs through the use of keywords and institutional terms from the injured company in third-party campaigns.
The objective is just one: to redirect and “steal” organic conversions through search engines, taking spaces and placements that would belong to the main brand.
Among the consequences that this action can have for your business, we can mention:
- Increase in institutional CPC;
- Loss of sales;
- Consumer confusion;
- Reduction in growth potential;
- Less efficient campaigns;
- Possible expenses with litigation.
Knowing all these negative consequences, it is natural that you want to shield the your brand against brand bidding. Continue reading and understand how to strengthen your brand protection with the help of Branddi!
How to protect your brand from brand bidding?
As we have seen throughout the text, avoiding brand bidding is directly related to increasing your brand protection. After all, by eliminating brand bidding from your concerns, your brand gains time and resources to invest in complete and integrated protection.
As experts in brand protection in the digital universe, we, at Branddi, decided to help you with this objective. Check out three basic steps below to protect your branding from unfair competition!
Step 1: register a brand
When we say that brand registration does not guarantee that your company will be safe in the digital environment, we are not saying that he is not important. Quite the opposite: brand registration is the first step towards a solid company!
To do this, you can carry out a detailed query on the brand in question in the INPI database and request the registration to be granted. If you want more details, we have exclusive content on the topic!
Step 2: build a relationship with your consumers
Building a relationship of trust with your consumers and partners is key to the success of your online brand protection. After all, consumers are not just potential sales, they are also potential loyal promoters of your business. Finally, if we are going to talk about combating brand bidding, we could not ignore the importance of active monitoring in relation to exclusive terms. This is because most brands only realize the impact of unfair actions when they are already showing results, such as an increase in CPC or the low effectiveness of sponsored campaigns. Branddi!Here, at Branddi, we work with cutting-edge technology combined with AI to guarantee your brand in-depth monitoring on Google Search and Google Shopping. To achieve this, our system simulates different locations, times and devices on a global level, identifying unfair competitors and contacting them through extrajudicial notifications. of the brand with litigious actions through a practical and friendly resolution.
Do you want to make your online brand protection even stronger? Count on a partner with expertise in corporate protection: count on the Branddi team!