Safeguarding Your Brands on Social Media
Social media has changed the way companies engage with their market and created a new world of business opportunities through varied digital platforms.
However, as Arent Fox partner Pamela M. Deese warned in a new white paper published by Thomson Reuters, these opportunities also present significant risks and new responsibilities for trademark owners.
Ms. Deese, featured as the go-to source on these issues, outlined the importance of strategic actions to preserve and protect your brand. “It is important to enforce unauthorized uses of your brand or risk losing your rights,” writes Ms. Deese. “The key is to prioritize enforcement efforts based on your business, your brand and the specific risk involved.”
The constantly evolving digital landscape can be daunting. “It’s a game of whack-a-mole. You deal with one instance of trademark misuse on one platform and then another one pops up somewhere else. It requires a constant effort on the part of a brand owner, which can be time-consuming and expensive,” Ms. Deese says. “Vigilance is key.”
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