Blindagem elimina 100 concorrentes desleais
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Wizard by Pearson is a network of language schools founded in 1987 in Brazil and, since the acquisition of Grupo Multi by Pearson in December 2013 (completed in 2014), has been part of the British multinational's portfolio. The brand offers English and other language courses, with a national presence through a franchised network of more than a thousand schools.
Wizard faced misappropriation of its brand in paid media: third parties purchased proprietary search terms to divert demand ready for conversion, a practice called Brand Bidding. The practical effect was to inflate CPC, reduce the share of impressions in branded searches and confuse consumers during the journey, with qualified traffic leaking to unofficial pages. In a scenario of high competition in language teaching, the loss of visibility in terms of brand put pressure on the CAC and created reputational risk, a clear urgency for robust Brand Shielding.
Branddi conducted a Brand Appropriation Shield diagnosis by mapping who advertised in proprietary terms, formats and messages used and the traffic diversion route. We consolidate evidence (SERP captures, redirect chains, violated policies) and quantify direct impact on media and brand conversion.
We implemented a Brand Appropriation Shield program with three fronts: Continuous monitoring of brand SERPs, 24/7, with alerts and prioritization by impact on spending; Technical and regulatory dealings with platforms (formal complaints for misuse of brands and requirements for compliance with policies), in addition to cease-use communications when applicable; Media account governance with blocklists/negative terms, structuring branded campaigns with full coverage and authoritative messaging to capture all legitimate intent.
The combination of rapid detection + consistent action systematically eliminated deviations. Branded traffic returned to the official domain, the auction became cleaner and the cost of capturing demand fell. Furthermore, Wizard guaranteed greater media predictability, channel governance and auditable evidence for the legal and reputation area in its partnership with Branddi, improving the consumer experience and protecting the brand.