Brand Protection Tips for Mobile Apps & Social Media · 2020-05-09 · Brand Protection in an...

© 2014 MarkMonitor Inc.

Brand Protection Tips for Mobile Apps & Social Media

Sneha Kohli

Senior Product Manager

Kirby Barno

Customer Success Manager

May 21, 2014

Brand Protection Tips for Mobile Apps & Social Media

� Featured Speakers

Sneha Kohli


MarkMonitor

Kirby Barno


MarkMonitor

Agenda

� Overview of today’s social media and mobile app

landscape

� Discuss the benefits of continuously monitoring the top

mobile app stores & popular social networking sites

� Highlight examples of how online threats in mobile and

social channels can affect your business

� Provide enforcement strategies to help you stay ahead

of brand abuse

Brand Protection in an Omni-channel World

� The customer brand experience is expected to be authentic

and seamless across all channels both online and off

� Even one negative experience in a single channel can

have serious impact on your brand and bottom line

Create a holistic brand protection strategy across channels, from the outset

Mobile and Social Continue to be Relevant

� Social Media continues to

contribute the majority of

new content, and remains a

path for brand abuse

� Mobile Apps are a new and

growing channel for

consumer confusion

Ensure your brand is easy to find and has a consistent message across channels

*Source: DOMO

Social Media Consumption at an All-time High

� 73% of U.S. adults used social media as of September

2013, up from 69 percent in August 2012*

� 27% of total U.S. Internet time is dedicated to the use of

social media**

*Internet Retailer, “Consumers will use the web more and in different ways in 2025,” 3/11/2014, By Allison Enright

**National Law Review, “Social Media for Lawyers: The Times, They Are A-Changin’ (If Not Already A-Changed),” 9/16/2013, By Guy Loranger

Mobile Channel Significantly Contributes to eCommerce

� 58% of U.S. adults owned smartphones as of January

2014, up from 45% in December 2012*

� Downloads of mobile apps reached 102 billion in 2013, up

from 64 billion last year, predicted to jump to roughly 270

billion in 2017**

� 20% of business comes from the mobile channel, with 66%

of merchants actively supporting mobile apps - a 36%

increase year over year***

* Internet Retailer, “Consumers will use the web more and in different ways in 2025,” 3/11/2014, By Allison Enright

** http://www.worldipreview.com/article/the-new-wild-west-apps-and-infringement

*** Apparel, “Survey: 32 Percent of Merchants Say M-Comm Is Riskier Than E-Comm,” 3/12/2014, By Staff

Areas of Brand Abuse in Mobile/Social Channels

Abuse Type Mobile Apps Social Media

Impersonation

• Brand used in developer

handle

• No denial of brand affiliation

found on app listing

• Brand used in registered

username

• No denial of brand affiliation,

e.g., the ‘About’ section of

page

False Association

• Trademarks & copyrighted

content used liberally -

including w/in the thumbnail,

screenshots, & title of the

app

• Look & feel is difficult to

distinguish from your brand

• Trademarks & copyrighted

content used liberally –

including w/in the name,

description and posts on page

• Look & feel is difficult to

distinguish from your brand

Partner Compliance

• Elements of app, such as

TMs, Copyrights, Price, or

Description, are not

compliant with developer

agreements

• Presence of, or content on,

Page, Account, Channel, or

Blog are not compliant with

partner agreements

Example 1: Impersonation in Social Media

Example 2: False Association in Mobile Apps

Flight App

Example 3: Compliance in Social Media

The right brand image?

Example 4: Compliance in Mobile Apps

HD Video App

Mobile App Enforcement Best Practices

�Understand the policy and procedures of the mobile

app store

�Regularly monitor for partner compliance

�Resolve issues directly with app developers, when

appropriate

�Send follow up notices to app store platforms

Social Media Enforcement Best Practices

�Register brands on all social platforms

�Search for unauthorized use:• Within social media pages including usernames & posts

• Search globally

• Focus effort on most trafficked sites

• Be vigilant

�Watch for new sites

�Take appropriate action…with caution

Mobile Site Enforcement Policies

Site Email Form TM CopyrightKeyword

SpammingCircumvention

Device

Amazon App Store - -

Blackberry Store - -

Google Play - -

iTunes - - -

Windows Phone - - -

Windows Store - - -

Social Site Enforcement Policies

Site Email Form TM Copyright Impersonation Counterfeit Other

Facebook -

Twitter

YouTube

Google+ - -

LinkedIn - -

Pinterest - - -

Instagram -

Q&A

� Featured Speakers

Sneha Kohli


MarkMonitor

Kirby Barno


MarkMonitor

Thank You!

� For information on MarkMonitor solutions, services and

complimentary educational events:

• Contact via email:

[email protected]

• Visit our website at:

www.markmonitor.com

• Contact via phone:

US: 1 (800) 745 9229

Europe: +44 (0) 203 206 2220

Brand Protection Tips for Mobile Apps & Social Media · 2020-05-09 · Brand Protection in an...

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