Brand monitoring is becoming an increasingly important factor for any businesses online strategy. This is because the internet is now almost incomprehensible in size and scope, and it is still growing and developing at an incredible rate. As the World Wide Web becomes more and more sophisticated, so do the users, which is great in the sense that we all have a very powerful tool at our fingertips that allows us to do things that were unimaginable 30 or 40 years ago.

On the downside, those users who have less than honourable intentions online, are also becoming more sophisticated and knowledgeable. Never before have there been so many ways to manipulate the internet and large numbers of other internet users in negative ways. We have seen the results of this in the public in terms of credit card fraud, phishing attacks and email scams, but what consequences does this sort of online behavior have for businesses?

Trademark abuse, copyright and patent infringements are just a few of the ways that hackers and online miscreants are committing brand fraud. Brand fraud can see a businesses name and identity being used for the profit of others who have not been given permission to use the brand. This is obviously disruptive to trade, but there are also issues of negative association here that could be even more damaging to the business. If an internet user stumbles upon, what they believe to be a given brand, and have a negative experience as a consequence of their interaction with whoever is using that brand as a cover, then that has a direct impact on how they view the original business, even though it was not that business that they were dealing with.

Quite often, brand fraud is committed as part of a larger fraudulent crime. Customers could think that they are purchasing something credible from a company using a brand identity, only to be defrauded themselves. This leads to suspicion about the business and word will spread fast that people should not trust that business or that brand. As the internet is an easy platform for creating illusions and promoting misinformation, it is often difficult, if not impossible for the average internet user to separate fact from fantasy and therefore, once they have been burned by a certain brand, they are not likely to be talked into coming back even if it was not the real deal.

For this reason, it is more important now than it has ever been to monitor brands. Brand monitoring should be an inbuilt part of any businesses online strategy as it allows companies to find out where their brand is being used on the internet and how it is being used. Brand monitoring can keep companies informed about the misrepresentation of their brand or if their brand is being negatively associated with any other organisations or businesses. Brand monitoring can not only give them the information that they need to keep their business looking strong online, but it can give them the basis for taking action against those who commit brand fraud.
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