Safeguarding brands in the fast-changing digital space

Protecting intellectual property has always been a complex undertaking. In the pre-digital era, brand owners at least had a measure of direct control over their brands. Today, the rapid evolution of digital media is making it harder than ever to protect trademarks online. It is remarkably easy (and cheap) for anyone to hijack a brand and siphon off its value, whether by creating a bogus website or by starting up an unauthorised social media account. So how can you protect your brand when it appears in so many different digital spaces? This article considers the challenges that trademark owners face in each area and examines strategies for overcoming them.

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