Contents

Information boxes

About the author

Acknowledgements

Overview

01 Introduction

1.1 Background

1.1.1 The growth of the internet

1.1.2 The importance of online brand protection

1.1.3 Other areas for consideration

1.2 Internet technology – basic principles

1.3 Online brand protection – basic principles

02 Domain names

2.1 Domain-name ownership

2.2 Domain-name brand protection

2.3 Examples of domain-name abuses

2.4 Domain-name detection

2.5 Domain-name enforcement

03 General brand use and abuse

3.1 Introduction

3.2 Key categories of brand use or misuse

3.2.1 Brand seeding

3.2.2 Logo use and abuse

3.2.3 Site framing

3.2.4 Appearance of corporate e-mail addresses

3.2.5 Claims of affiliation

3.2.6 Customer comment and activism

04 e-Commerce activity and marketplaces

4.1 e-Commerce monitoring

4.2 Examples of probable infringing marketplace listings

4.3 Marketplace monitoring

4.4 Marketplace enforcement

05 Social media

5.1 Introduction

5.2 Key sites

5.3 Examples of brand infringements on social media

5.4 Social media enforcement

06 Online fraud

6.1 Phishing

6.1.1 Introduction

6.1.2 Phishing examples

6.1.3 Phishing detection and enforcement

6.2 ‘419’ scams

6.2.1 Introduction

6.2.2 Monitoring and enforcement

6.3 Malware and fraud

6.4 Other monitoring

07 Digital piracy

7.1 Overview

7.1.1 Peer-to-peer (P2P) file-sharing

7.1.2 Cyberlockers

7.2 Piracy detection

7.3 Piracy enforcement

08 Mobile apps

8.1 Introduction

8.2 Mobile app monitoring and enforcement

09 Sponsored-ad monitoring

9.1 Introduction

9.2 Sponsored-ad monitoring and enforcement

10 Affiliate monitoring

10.1 Affiliate marketing programmes

10.2 Brand protection across affiliate networks

10.3 Brand infringements on affiliate sites

11 ‘Deep’ and ‘Dark’ Web

11.1 Introduction

11.2 Tor

11.3 IRC

12 Additional and future areas of interest

12.1 Bespoke, specialized or manual services

12.2 Current and future developments

Appendix A Glossary of key terms

Appendix B Examples of potential brandinfringements

B.1 Introduction

B.2 Luxury goods brand: L’Oréal (cosmetics)

B.3 Financial services brand: Bank of America (banking)

B.4 Educational institution: Macquarie University, Australia

Appendix C Sample enforcement notices

C.1 Introduction

C.2 Enforcement notice templates

Appendix D Rules languages – basic principles

D.1 Introduction

D.2 General functionality

D.3 Sample rules

Appendix E Internet technologies – additional technical detail

Index