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Brand Name Protection for the Online Consumer Electronic Market

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Technological innovations and customer demands have paved the way for unprecedented growth recorded in the consumer electronics industry.

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									                 Brand Name Protection for the Online Consumer Electronic Market

Technological innovations and customer demands have paved the way for unprecedented growth
recorded in the consumer electronics industry. However, as new products or updated versions hit the
market, this industry becomes especially susceptible to excessive discounting. Further, wide usage of
Internet has seen a growth of e-commerce sales in the sector, which calls for pricing and promotional
monitoring of e-commerce sales. Companies are struggling to protect their intellectual property in the
volatile marketplace – especially when outsourcing to low cost regions.

The consumer electronics market has products varying from simple gadgets to high-end electronics.
Tracking product prices, pricing policy compliance, gray market sales and counterfeit detection have
become necessary for consumer electronic product manufacturers and retailers, who have strived hard
to build a brand name and a distinctive identity in this growing market. Providing them with end-to-end
visibility of online sales will not only help them understand business competition, but will also enable
them to manage online pricing and maintaining consumer credibility.

Brand name and Brand reputation is a necessary aspect of business growth in every sector, even more
so in the e-commerce led consumer electronic industry. Internet, with its openness and global reach has
not only provided opportunities for growth and profit, but has also opened up venues for fraudsters to
enter into the counterfeits and grey market, thus effecting the brand name. Brand name abuse leads to
the loss of reputation, trust, customer loyalty and revenue, which damages the future of any company.
The best way to counter these grey market sales is by deploying online brand protection software that
would help enterprises with online fraud detection and grey market sales.

Brand protection is a challenge for the technology and consumer electronics industry. The yearly losses
through grey market sales of legitimate goods amount to nearly $40 billion and for counterfeits, it’s
nearly twice that.

Maintaining brand reputation for online consumer market would need solutions that would help
conduct a landscape analysis and determine susceptible areas. Leading service providers have designed
online brand protection solutions which help monitor e-commerce auctions sites, B2B trade board
exchanges, B2C online retailers, social networking sites, web content and domain name for IP
infringements and sales channel auditing.

A brand protection software, with 24/7 visibility will help organizations identify and prioritize
counterfeit products and grey market diversion in the electronic market. It will also facilitate
counterattacking illegal activities and take necessary pre-emptive actions before it causes any
irreparable damage.

								
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