Table of Contents:
Last updated on: December 28, 2023
Brand protection is a unique challenge for businesses of all sizes across every industry. In the digital world, brands must be proactive, informed, and adaptable to tackle the growing presence of online scammers and bad actors.
More than ever, insightful data is driving brand protection strategies. But which data points are important? How can you determine which key performance indicators (KPIs) you should be paying attention to? And, why is it important to focus your brand protection strategy through one centralized platform?
In this blog we’ll be delving into a few key topics to help you learn about the brand protection KPIs you should be measuring, including:
Prioritization is the key to developing a successful brand protection strategy. While many KPIs may be interesting or useful, it’s essential to know which indicators are the most important and insightful. Look at your brand’s goals and the threats most pressing to prioritize the most important tasks and start working on them first. Custom priorities help organize which listings to tackle first, enhancing your ability to focus on the most critical issues.
To mitigate the impact on their consumers, reputation, and revenue, it’s vital to identify and act against the most high-risk cases. Utilizing tools like Red Points’ Custom Priorities feature helps act against top-priority incidents and configure a strategy based on specific needs. Additionally, the Seller Risk Score takes prioritization to the next level by identifying who are the top sellers to focus on.
By embracing prioritization and these specific tools, actions can be quick and effective. The main KPIs to track the impact of coverage include the economic value of infringements removed and the breakdown of the key products on the infringing listings. This approach ensures a targeted and efficient response to brand protection challenges.
Every business has its challenges to overcome and objectives to meet. Your business’s KPIs should align with these challenges and objectives to ensure you are always steering towards progress.
There are a few general KPIs that we believe are useful for all businesses to pay attention to. By measuring a variety of KPIs that align with your business’s vision you will be able to ensure effective brand protection and evolve your workflows.
Here are some of the KPIs you should be measuring:
Many businesses are simply not aware of the scale of infringements involving their IP and assets. By tracking this KPI you will be able to more accurately balance your resources and workflows to ensure you are tackling all infringements. In a brand survey we conducted, 71.6% of respondents used this insightful KPI to measure brand protection success.
By measuring the top infringing platforms you will be able to refine your search and invest more resources into uncovering the most damaging offenders. As you identify particular platforms and sites you will also be able to analyze how you ought to interact with these platforms moving forward.
Which products are most consistently targeted? By tracking this KPI you can then allocate protection and support to certain products over others. This will help you efficiently safeguard your brand and assets.
Just over 61% of brands we surveyed use this KPI to measure the effectiveness of their brand protection. This indicator allows you to see how effective you are in removing the infringements you detect. A good enforcement success rate (ESR) should go above 80%. There could be multiple reasons why a listing wasn’t enforced, such as the lack of intellectual property registration, incomplete reporting, or an unresponsive platform. If your ESR is low, it’s important to identify the reasons and determine whether it’s relevant to your company.
For instance, you may detect several infringements in a Southeast Asian platform, but that market may not be important for your business. In such a case, registering your trademark there may not make sense.
This KPI is particularly helpful as listings are usually non-enforceable because of a lack of intellectual property (IP). Therefore measuring these listings will help you understand where you may need to register trademarks or other forms of IP depending on the priorities and focus of your business.
In our survey, 34.1% stated that they used this KPI to measure success when protecting their brand. This metric represents the total monetary value of the removed infringements. If your core problem is counterfeiting, it reflects the worth of counterfeit products removed from the market. There’s no reference value for this KPI as it depends on the price of the infringing products, and it may not reflect the effectiveness of your actions. However, it provides stakeholders with a meaningful measure of your brand protection strategy’s impact on the market.
If you can classify infringements based on impact, you should do the same with sellers. At Red Points, we have a specific feature that tackles this matter, the Seller Risk Score. This transformative predictive solution helps identify high-risk sellers, enhancing your ability to focus on impactful brand protection and proactive fraud prevention.
A seller who only sells one infringing product on a non-relevant platform is different from a repeat infringer who sells 50 counterfeits on top-priority platforms. The Seller Risk Score analyzes and correlates data across listings and platforms to anticipate future fraud. It provides a percentile rank, indicating the level of risk associated with a particular seller by considering factors such as the number of infringements, stock, reviews, transaction data, and shared platform infringements.
By understanding the risk associated with each seller, you can make informed decisions to prioritize interactions, consider recurring incidents, and focus on impactful takedowns. This approach becomes strategic when combined with Custom Priorities, allowing rules like labeling listings from high-risk sellers as critical. The goal is to prioritize, focus on impact, and optimize online revenue recovery effectively. This functionality is not just about managing current threats but anticipating and mitigating future risks, offering a proactive stance in your brand protection strategy.
There are important differences between replicas and counterfeits, copyright infringement, and brand impersonation. Each one has its legal implications. By tracking this KPI, you can gain valuable insights into the root causes of your business challenges and use that information to develop effective Intellectual Property strategies.
You have to have a global approach to brand protection because infringers are operating from all around the world. Measure the top infringing countries to pinpoint areas of particular interest and exposure. This is particularly important when dealing with copyright and trademark violations as IP law varies from country to country.
A little knowledge is a dangerous thing. If your current reporting process is limited, you will most likely fail to comprehensively protect your brand. Without the full picture, you may jump to the wrong conclusions, pursue dead-ends, and leave your brand open to attacks.
Your reporting should be:
A centralized platform can transform your brand protection strategy by not only boosting your measuring capability with technology but also diversifying and enhancing how you tackle different types of infringements. Accurate, personalized, and exportable data and reports are vital for staying ahead of bad actors targeting your brand and customers across various fronts.
Red Points’ Brand Protection Software is a centralized platform trusted by over 1,300 companies. It’s designed to address a wide array of challenges, including impersonation, domain protection, NFTs, ad protection, and more, making it a comprehensive tool for modern brand defense. Here are a few of the key elements we focus on:
Chris Baker, General Manager Europe at Keepcup, noted that “Without Red Points, we probably wouldn’t even have known about all of the counterfeitings that were out there”.
With Red Points, you’re not just addressing individual incidents but building a robust and responsive brand protection strategy that adapts to the ever-evolving digital landscape. By providing a centralized solution that covers a wide range of infringement types, we empower businesses to become efficient, informed, and proactive in their brand protection efforts.
IP leaders are facing increasing pressure to work in fast-changing environments, show clear ROI of IP initiatives, secure a healthy budget, and tackle infringements. Your brand’s approach to KPIs can be a vital difference-maker when it comes to dealing with scammers and overcoming these issues.
It is important to adapt your KPIs to the evolving challenges your brand is facing. As you focus on the KPIs that are relevant to your business and goals you will be able to refine your brand protection strategies.
One of the best ways to protect your brand online across a variety of platforms is by using a centralized platform. To ensure you are staying ahead of bad actors, this platform should be visual, adaptable, in-depth, and relevant. Most importantly any platform you use should allow you to prioritize so that you quickly and effectively mitigate the impact on your customers, revenue, and reputation.
To learn more about how your business can improve its brand protection efforts, request a demo here.