Patterns in Brand Monitoring : A Scientific Approach to Brand Protection Analysis.

Format:

Book

Author/Creator:

Barnett, David N.

Language:

English

Physical Description:

1 online resource (252 pages)

Edition:

1st ed.

Place of Publication:

New York : Business Expert Press, 2025.

Summary:

The Internet provides the infrastructure for a multi-trillion dollar, rapidly growing economy and the costs of intellectual property crime are enormous. With two-thirds of the global population online, brand protection is no longer just an option for corporations. Patterns in Brand Monitoring considers the ways in which a scientific approach can be applied to the analysis of brand protection data, essential for filtering and prioritizing the results and yielding insights into trends and patterns in infringement activity. Throughout the book, technical definitions and formulations of key ideas are presented in information boxes and are illustrated by the use of real case studies. The book is of relevance to stakeholders responsible for brand protection, intellectual property management, marketing or digital services in any organization, and to anyone with a general interest in the industry. It illustrates how an effective analysis approach can build efficiencies into a brand protection program, provide guidance on areas of focus, and demonstrate return on investment.

Contents:

Front cover

Half title

Title

Copyright

Description

Contents

Testimonials

Foreword

Acknowledgments

PART 1 Online Brand Protection Basics

CHAPTER 1 Overview of Online Brand Protection

Overview

1.1 Evolution of the Internet

1.2 Infringement Types

1.3 Philosophy of Online Brand Protection

Box 1.1 Technical definitions-domain names

The key points from this chapter are as follows:

CHAPTER 2 Monitoring Techniques

This chapter will cover:

2.1 Domain-Name Zone Files

Case Study 2.1: Patterns in Domain 'Tasting',

2.2 Other Domain-Monitoring Techniques

2.3 Search-Engine Metasearching

2.4 Direct Site Searches

2.5 Other Techniques

Key Points

PART 2 Filtering and Prioritizing

CHAPTER 3 Brand Content Scoring

Case Study 3.1: An Analysis of the Brand Content Score of Top-Ranked Google Results

CHAPTER 4 Use of Relevance Keywords

Case Study 4.1: Monitoring for References to Google Gemini-An Application of Keyword-Based Relevance Filtering

Notes:

Case Study 4.2: Use of Proximity Scoring With 'High-Risk' E-Commerce Keywords to Identify Potential Counterfeits

CHAPTER 5 Prioritization Criteria for Specific Types of Content

5.1 Introduction

5.2 Domains

5.2.1 Overview

5.2.2 Specific Domain Name Characteristics

5.2.2.1 Presence of a Brand Name or Variant

5.2.2.2 TLD

5.2.2.3 Domain Name (SLD) Entropy

5.3 E-Commerce Marketplaces

Box 5.2 Formulation Definition-Marketplace Product Price-Point Benchmarking

5.4 Other Areas

CHAPTER 6 Result Clustering

This chapter will cover:.

Case Study 6.1: Domain Clustering: 1 -Chinese Gambling Sites

Case Study 6.2: Domain Clustering: 2 -Health Scam Domains

PART 3 Gaining Insights in Other Areas

CHAPTER 7 Creation of Deceptive URLs

7.1 Introduction

7.2 Domain Name Abuse

Case Study 7.1: Domains Featuring Brand Variants,

Case Study 7.2: Analysis of a High-Volume, Domain-Based Phishing Campaign

Case Study 7.3: Other Patterns in Deceptive Domain Names: 1-www and http Domains

Case Study 7.4: Other Patterns in Deceptive Domain Names: 2-Hyphenated Domain Infringements

7.3 Subdomain Abuse

7.4 Hostname-Based Infringements

Case Study 7.5: Hostname-Based Infringements Targeting the 50 Most Popular Websites

CHAPTER 8 Trends in Infringement Activity

Case Study 8.1: The GameStop Saga

Case Study 8.2: FIFA World Cup Qatar 2022

Case Study 8.3: Barbenheimer

Case Study 8.4: 'New Year' Domains 2023

Case Study 8.5: Black Friday Domains

Case Study 8.6: Profiling a Scam Package-Tracking Website

CHAPTER 9 Domain Landscape Analysis

9.1 Introduction

9.2 The New-gTLD Landscape

9.2.1 Overview

9.2.2 Dot-Brands

9.3 Domain-Name Availability

9.3.1 The .Com Namespace

9.3.2 Availability of Short Domains Across the gTLD Landscape

9.4 Internationalized Domain Names (IDNs)

Case Study 9.1: IDN Homoglyph Domains Targeting the Top Ten Most Valuable Global Brands

9.5 Domain-Name Management Policy Construction

Key points

CHAPTER 10 Brand Prominence and Sentiment

Box 10.1 Formulation Definition-A Simple Metric for Quantifying Online Prominence,

Box 10.2 Formulation Definition-A Simple Metric for Quantifying Online Sentiment

Case Study 10.1: Online Prominence and Sentiment of the Top 100 Most Valuable Global Brands

Case Study 10.2: Further Explorations in Brand Perception

Case Study 10.3: The Relationship Between Prominence and Market Capitalization of the Top 20 Cryptocurrencies

CHAPTER 11 Quantifying Brand Protection Return-on- Investment

11.1 The Significance of Return-on-Investment (ROI)

11.2 Basic ROI Calculation Types

11.2.1 Introduction

11.2.2 Domain Recovery

11.2.3 E-Commerce Marketplace Enforcement

Case Study 11.1: A Sample Post-enforcement E-Commerce Marketplace ROI Calculation

11.2.4 Other Calculation Types

11.3 Extending the Ideas

11.3.1 Variable Substitution Rates

11.3.1.1 Foundational Ideas

11.3.1.2 An Overview of Previous Research Into Substitution Rates

Literature review

Summary

11.3.2 Quantifying the Long-Term Landscape Impact of a Brand Protection Program

11.3.3 The Role of Brand Value

11.3.4 Quantifying the Impact of Proactive Measures-Cybersecurity ROI

11.4 Other Factors to Consider

CHAPTER 12 Brand Benchmarking

12.1 Brand Protection Program Benchmarking

12.2 Brand Strength Measurement

Case Study 12.1: A 'Mock-Up' of a Brand Strength Analysis

CHAPTER 13 Analyzing Trends in Web3

13.1 Introduction to Web3

13.2 NFTs

13.3 Blockchain Domains

13.3.1 Introduction to Blockchain Domains.

13.3.2 Trends and Patterns in Blockchain Domain Registrations

Case Study 13.1: An Analysis of One Year of ENS .eth Blockchain Domain Registrations

A Deeper Dive Into the Data

PART 4 Going Forward

CHAPTER 14 New Developments

14.1 The Growth of Artificial Intelligence

14.1.1 AI Use in Brand Protection Technologies

14.1.2 AI Use by Infringers

14.1.3 Other Potential Threats Posed by AI

14.1.4 Trends in the Evolution of AI Brands

Case Study 14.1: Online Prominence of the Top Generative-AI Brands

14.2 Web3 Developments

14.2.1 NFTs and the Metaverse

14.2.2 Web2/Web3 'Crossover'

Case Study 14.2: Brand-Related Cryptocurrency Infringements

14.2.3 Evolution of Blockchain Domains

Case 1: 'BrandAdeployer.eth'

Case 2: 'BrandB Coin'

PART 5 Discussion

CHAPTER 15 Links to Offline Data

CHAPTER 16 Final Thoughts

Glossary

References

About the Author

Index

Back cover.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781637427538

1637427530

OCLC:

1515460229