NetNames, the provider of domain name management, brand protection and online security services, has today voiced a strong warning to UK businesses that they need to improve their online brand protection practices in order to remain competitive in today’s marketplace. NetNames estimates that online piracy currently accounts for 24% of the world’s internet traffic, while cybersquatting costs trade mark holders more than £615,800 per brand, per year. In addition, one in every 28 pages on the internet currently suffers from some form of brand infringement.
While most businesses can see the potential that online channels offer, NetNames believes that many organisations are failing to recognise the hidden dangers that face their brand online, including digital piracy, cybersquatting and counterfeiting. In order to protect brands against the rise of these threats, businesses need to adopt a ‘search, find, stop’ approach. This comprises of searching for the dangers that are facing the brand online, identifying the specific threats, and introducing the appropriate measures to protect their business.