brand monitoring is a phenomena which really kind of has grown up with the Internet. In the old brick and mortar world, you might worry about someone else using your trademark, but your ability to actually see that someone else was using your trademark or brand was very limited. So you might see an advertisement in the paper if you were lucky, that showed that someone else was using something that was either identical or similar enough to your trademark that it might cause consumer confusion. In the Internet space, now 99% of everything that happens commercially is also reflected on the worldwide web, it's reflected online, so it's very easy to see when other people, third parties, use a brand or mark that is too similar to your preexisting trademark.
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