How to Protect Your Brand from Frauds on Black Friday 2024

Originating in Philadelphia (USA) in 1950, Black Friday has established itself as one of the most important dates for global commerce. Known as the day of great deals following the Thanksgiving holiday, it arose from retailers' need to boost sales near Christmas. Thus, the strategy proved to be an absolute success, and over the years, the date has become one of the pillars of retail.

In this article, we will explore how the event arrived in Brazil and how to maximize your brand’s results this year by eliminating any threats to your customers’ and partners’ purchasing process.

How did Black Friday arrive in Brazil?

The first edition of Black Friday in Brazil was organized by e-commerce companies, such as Busca Descontos, an online coupons and promotions platform. Held in November 2010, this edition featured about 50 online stores, including major names like Americanas.com, Submarino, and Walmart.

In the early years, it faced significant challenges due to misleading practices, such as false discounts and inflated offers, which generated distrust among consumers. However, the event underwent a significant transformation.

Evolutions in Brazilian Black Friday

Companies began adopting greater transparency and ethical measures, driven by credibility seals and pressure from consumer protection agencies, which led to substantial growth in sales. Revenue jumped from R$590 million in 2013 to more than R$5.2 billion in 2023, according to data from Confi.Neotrust, highlighting Black Friday as one of the most important shopping calendar dates in Brazil.

The evolution of Black Friday was marked by the maturation of online commerce and increased access to the internet and smartphones, facilitating price comparison and consumer participation.

During the COVID-19 pandemic, the event reached new records, with e-commerce boosted by changes in buying habits. Today, Black Friday is not only an opportunity for great promotions but also to create and strengthen trust bonds with consumers.

Why is brand protection so important on Black Friday?

During Black Friday, the volume of promotions and advertising campaigns increases significantly, attracting millions of consumers. However, this increase in activity also exposes brands to greater risks of violations, such as:

• Unauthorized reproduction of logos, slogans, and other brand identity elements in ads, websites, or products.
• Creation of marks resembling registered trademarks aiming to confuse consumers and divert sales—an illegal and harmful practice.
• Sale of counterfeit products bearing famous brands, a chronic problem that worsens during Black Friday, harming both consumers and genuine brands.
• Use of copyrighted images in advertising campaigns without proper authorization.
• Content plagiarism, copying texts, videos, and other creative materials from other brands for use in their own campaigns.

In addition, fierce competition during this period may lead unscrupulous companies to adopt unethical practices, such as unauthorized use of competitors’ keywords and registered trademarks in paid campaigns. This not only harms brand image but can also cause considerable financial losses.

The 13th edition of Black Friday in Brazil, in 2023, recorded 6,800 fraud attempts nationwide, resulting in losses of R$10 million, according to InfoMoney data.

How to ensure your brand’s protection during Black Friday 2024

There are several measures companies can implement to protect their brand from fraud and violations, especially during Black Friday. Check out some of them:

Constant Monitoring

Tools like those offered by Branddi allow real-time tracking of your brand’s usage on digital platforms such as social media, ad libraries, websites, and marketplaces. This monitoring is essential to identify and combat fraud, like the sale of counterfeit products or unauthorized use of your company logo.

Protection against Brand Bidding

Protecting registered trademark rights is vital, including preventing competitors from using your name or domain in digital marketing campaigns, especially in paid ads and sponsored searches.

Identification of counterfeit products

The rise of counterfeit products is a growing concern during Black Friday. Specialized tools help brands locate these items on sales sites, social networks, and marketplaces and take necessary measures to remove them.

Strengthening digital presence

Investing in content marketing and SEO not only improves your brand’s visibility but also consolidates your online authority, minimizing the impact of fake profiles trying to impersonate your company.

By adopting these practices, brands can significantly reduce risks during Black Friday and ensure their marketing efforts result in success without unpleasant surprises.

Black Friday 2024: join Branddi and seize the opportunities

This year’s Black Friday promises to be another great opportunity for companies across all sectors. However, alongside the opportunities come challenges in protecting your brand’s reputation in the digital environment.

Investing in a robust protection strategy is crucial to avoid financial and reputational losses. Therefore, those who take preventive measures not only better capitalize on Black Friday’s sales potential but also protect their legacy and reputation over time.

Branddi offers complete solutions to help companies protect their intellectual property, monitoring brand usage across various platforms and acting quickly to combat possible threats.

With a specialized team and a wide range of tools, Branddi is ready to assist in protecting your brand—not just for this occasion but throughout the entire year.

If you want to learn more about protecting your brand in the digital environment, contact our team and request a free diagnosis! Discover how we can be the ideal partner for your company to face Black Friday confidently and securely.