Violação de marca em marketplaces: como proteger sua marca?

The expansion of e-commerce brought a major challenge for brands: the growing trademark infringement on marketplaces. This practice, which includes the sale of counterfeit products and the misuse of images, is capable of damaging consumer reputation, revenue, and trust.

And it is in this context that Branddi presents itself as an essential ally, offering effective solutions to identify, monitor, and remove any type of brand violation in marketplaces.

Do you want to know more about how to protect your brand and your customers? Read on and discover the best strategies and tools to keep your brand safe on marketplaces!

The popularization of marketplaces

Marketplaces have become essential destinations for online shopping, transforming the way brands and consumers connect.

This rise represents a great opportunity for brands to expand their reach and boost their sales, attracting consumers through its practicality and variety.

Proof of this is the research carried out by ChannelEngine and Sapio Research, released by Medium & Message, who states that 63% of consumers prefer to buy on marketplaces than directly on the brands' websites, highlighting the importance of these channels in the purchase decision process.

In this context of popularization, the presence of brands in marketplaces is essential to increase visibility and boost sales. However, this presence also requires care, as trademark infringement in marketplaces becomes a growing risk.

In other words, brands need to be attentive and protect their products and their reputation in this increasingly competitive environment.

Why do companies invest in marketplaces?

The decision to invest in marketplaces is strategic, as companies recognize the numerous advantages that these channels offer to expand their business. After all, they allow the brand to take advantage of the large audience of these platforms, boosting product visibility and recognition.

Briefly, the main advantages for companies include:

• Access to a wide and diverse audience: marketplaces allow you to reach consumers who might not find your products through other channels;
• Convenient and intuitive shopping experience: marketplaces encourage consumers to explore new products and brands;
• Cost optimization: the complete infrastructure for e-commerce reduces the need for large investments in own systems;
• Opportunity to test new products: marketplaces provide an ideal environment for collecting feedback from consumers quickly and efficiently;
• Increased visibility and sales potential: by being present where consumers are, brands increase their chances of success.

A fact that demonstrates the importance of marketplaces is eMarketer projection, which estimates that global e-commerce sales will reach $6.8 trillion in 2025, with marketplaces being one of the main drivers of this growth.

This data reflects the growth potential that these channels offer to companies in all segments.

This is because brands that invest in marketplaces not only increase their sales, but also strengthen their digital presence, build relationships with customers, and remain competitive in an increasingly dynamic and demanding market.

However, it's important to remember that, along with opportunities, risks also arise, such as brand infringement in marketplaces.

What are the potential brand violations on marketplaces?

Trademark violations can take different forms, from the simple copying of products to the sale of Counterfeit items, causing financial and reputational damage to companies.

In this sense, it is essential that brands know these risks and are prepared to face them, and the first step towards effective protection is to know the different forms of trademark infringement in marketplaces

Next, let's explore the main categories of infringement affecting brands in this environment:

Unauthorized Uses

One of the most common forms of trademark infringement on marketplaces is the unauthorized use of distinctive elements of a brand.

This includes the misuse of logos, names, images, slogans, and other visual identity signs, which are used by third parties to attract consumers and take advantage of the reputation of an established brand, causing an opportunistic violation in the marketplace.

This deceptive practice can lead consumers to confuse low-quality products with the originals, which directly damages the credibility and image of the brand.

Proof of this is that according to a World Trademark Review report, published in Wipo Magazine, about 60% of brand violations identified on marketplaces involve the unauthorized use of logos and trademarks.

Counterfeiting and piracy

Counterfeiting and piracy they are serious and recurring threats in the world of marketplaces. After all, counterfeit products, often of low quality and illegally produced, are sold as if they were original, deceiving consumers and damaging brands.

According to the National Forum Against Piracy and Illegality (FNCP), the illegal market causes billions of dollars in losses to the country, with the clothing sector leading the losses, reaching R$84 billion, as reported by Metropolises.

This piracy causes a gigantic financial breach, in addition to damaging the reputation of brands and impacting consumers who receive a product that does not meet expectations.

Plagiarism

Plagiarism, which consists of copying intellectual creations, such as product descriptions, marketing texts, and other creative materials, is also a form of trademark infringement in marketplaces.

This unfair practice undermines the exclusivity of brands and confuses consumers, who may end up purchasing low quality products believing that they are something original.

Remember: copying descriptions and content not only damages the brand image, but can also generate losses in positioning and reputation.

Copy of patents

Patent copying is another form of trademark infringement on marketplaces. This practice, which involves the unauthorized reproduction of patented inventions, damages the rights of patent holders and undermines innovation and fair competition.

Patent copying can occur in different sectors, from technology to the food industry, harming companies that invest in research and development.

How does trademark infringement in marketplaces impact your company?

Brand infringement in marketplaces is not just an abstract problem, but a real threat that causes direct negative impacts on your business. And these impacts go beyond the loss of revenue, affecting your brand's reputation, the trust of your customers, and even generating additional costs.

So that you can understand the magnitude of the problem, below, we will explore the main impacts of brand infringement on marketplaces, showing how each of them affects the health of your business and the importance of having effective protection like that of Branddi.

Check it out!

Loss of revenue

Brand infringement on marketplaces directly causes companies to lose revenue. This is because the sale of counterfeit products and the unauthorized use of your brand divert customers to other sellers, who offer low quality products but take advantage of your reputation.

As a result, this customer diversion results in loss of immediate sales and also affects your brand's long-term growth potential. In addition, this unfair practice harms competition in the market, making the business environment more unstable and uncertain.

Brands need to be aware of the risks of revenue loss due to brand infringement on marketplaces to protect their business.

Damage to reputation

Reputational damage is one of the most serious and lasting consequences of brand infringement in marketplaces. After all, a consumer has a negative experience with a counterfeit product, he associates that experience with his brand, even though his company has no responsibility for that sale.

This negative experience can lead to loss of trust, complaints on social media, and an image crisis that can take a long time to reverse.

According to the president of Harman in Brazil, Rodrigo Rihl Kniest, in Interview with CNN Brasil, piracy “cannibalizes the brand and technology”, in addition to affecting consumer safety, which reinforces the seriousness of the problem.

Erosion of customer trust

Brand infringement in marketplaces can seriously erode customer trust, as many consumers feel deceived and frustrated when purchasing counterfeit products.

This breach of trust can lead to the loss of loyal customers, decreased engagement with the brand, and an increase in negative reviews.

It is important to remember that trust is one of the fundamental pillars of any business and, once lost, it is very difficult to regain.

As pointed out in G1, pirated products pose risks to the health and reputation of brands, showing how serious the issue is and affects both the company and the consumer. That is, it's not just your customer's trust at stake, but also your well-being.

Increase in legal and operational costs

The fight against brand infringement in marketplaces also generates an increase in legal and operational costs for companies. This is because, to protect their rights, brands must invest in legal actions, such as notifying violators, legal proceedings, and hiring specialized lawyers.

In addition, the need to constantly monitor marketplaces, hire brand protection tools, and carry out takedown actions also generates additional operating costs.

According to a study by International Anti-Counterfeiting Coalition (IACC), litigation costs related to trademark infringements on marketplaces can reach US$ 100,000 or more per case, depending on the complexity of the situation.

These costs can become a financial barrier for small and medium-sized businesses.

Online traffic diversion

Brand infringement on marketplaces also causes online traffic to be diverted from companies.

When a consumer searches for a product under your brand but finds links to counterfeit products or unauthorized sellers, your business loses traffic, conversion opportunities, and potential customers.

This diversion of online traffic directly affects the visibility of your brand, the effectiveness of your marketing campaigns and, ultimately, your positioning in the market. Finally, this loss of traffic may be a sign that the brand is being harmed by the marketplace violation.

How to protect your company from trademark infringement on marketplaces?

As we've seen, trademark infringement in marketplaces is a complex issue, but there are effective measures that companies can take to protect their business.

Branddi, a specialist in brand protection, understands the importance of adopting a strategic and proactive approach to mitigate risks and ensure the safety of your brand and your customers.

In this scenario, we will present the main actions you can take to protect your brand against brand infringement in marketplaces, exploring how each of them contributes to your security and success.

Brand registration

O trademark registration is a fundamental step to protect your company against trademark infringement in marketplaces.

Thus, by registering your trademark with the National Institute of Industrial Property (INPI), your company acquires exclusive rights to use the trademark in its business segment, which guarantees legal protection against unauthorized copying and use.

According to an article published in Legal Consultant portal, trademark applications at the INPI rose 143% in ten years, which demonstrates the growing importance of intellectual property for companies.

Educate the consumer

Consumer education is a fundamental strategy to combat brand infringement in marketplaces.

Thus, by making your customers aware of the risks of piracy and counterfeiting, your brand helps them to become more critical when buying a product.

A survey by Akeneo revealed that global consumers are willing to pay more for better product information.

That is, by informing your customers about how to identify authentic products, you reduce the chances of them being deceived by counterfeiters.

Be part of the intellectual property protection program

An effective strategy to protect your brand is to participate in intellectual property protection programs offered by marketplaces.

These programs provide a direct channel to report and remove advertisements for counterfeit products and unauthorized uses of your brand.

In addition, by participating in these programs, your brand demonstrates a commitment to protecting consumer rights, which adds value to your reputation.

Adoption of exclusive marking

Adopting unique branding on your products is another way to strengthen protection against trademark infringement in marketplaces.

This marking can be done through labels with barcodes, security seals, radio frequency (RFID) chips, and other technologies that guarantee the authenticity of your products and hinder the action of counterfeiters.

This measure also helps your customers quickly identify original products, reinforcing security and trust in your brand.

Bet on digital monitoring

As we saw throughout the article, investing in digital monitoring is essential to protect your brand against brand infringement in marketplaces.

Thus, by constantly monitoring marketplaces, your company can quickly identify advertisements for counterfeit products, unauthorized uses of your brand, and other illegal practices.

Branddi offers real-time digital monitoring solutions to ensure the effective protection of your brand. Learn more about our Shielding marketing below!

Shield your brand against trademark infringement on marketplaces!

Brand infringement in marketplaces represents a complex but not insurmountable challenge. After all, with the right strategies and tools, your company can protect its assets, ensure the safety of its customers, and build a successful future.

And that's where Branddi, a specialist in brand protection, comes in, which offers personalized and effective solutions to combat brand infringement in marketplaces in a proactive and intelligent way.

Branddi acts on several fronts to ensure the protection of your brand:

• Constant monitoring: our platform uses artificial intelligence and a team of specialists to monitor all marketplaces in real time, quickly identifying advertisements for counterfeit products, unauthorized uses of your brand, and other illegal practices;
• Fast removal of violations: as soon as a violation is detected, Branddi acts quickly and effectively to remove infringing ads, block unauthorized sellers, and protect your brand against the risks of marketplace infringement;
• Custom actions: Branddi adapts its solutions to the specific needs of each customer, offering protection tailored to its brand, according to its business segment and type of product;
• Comprehensive protection: Branddi offers protection in several marketplaces, ensuring that your brand is protected in all sales channels relevant to your business;
• Detailed reports: our platform generates detailed reports on your brand protection actions, allowing you to monitor the results and effectiveness of our solutions.

Remember: with Branddi, your brand will be shielded against the risks of brand infringement in marketplaces, ensuring the safety of your customers, the integrity of your reputation, and the sustainable growth of your business.

Do you want to know more? Keep following the Branddi bath!