Pr20. Online Brand Hijacking Worries 29.5% of Marketers. Top marketers are reporting increasing levels of brand fraud during the recession, especially online, but they are struggling with how to quantify it and many feel powerless to act on it even if they could, according to a global audit of 306 marketers by the Chief Marketing Officer (CMO) Council and MarkMonitor (via MarketingCharts).
The research, which examined how marketers view threats to brand integrity, found more than one-third agree that brand fraud is becoming more organized and global, while nearly as many believe the recession is contributing to the problem. A growing amount of brand fraud and trademark trespassing hails from the online world, where it is difficult to identify because of increasingly sophisticated brand hijackers. Though most marketers report fraud in both online and offline venues, 29.5% say their chief vulnerability is in the digital world, compared with 22.6% who say it's offline.
Quest for Quantification. PR firms grow amid marketing gloom. How to Weather a Twitterstorm - Advertising Age - Digital.