The Changing Landscape of Brand Protection in the Media Industry

Transcription

1 The Changing Landscape of Brand Protection in the Media Industry Trevor Robbins Client Services Manager MarkMonitor Amy Dozier Client Services Manager MarkMonitor

2 Agenda The Game Has Changed Risk Areas Virtual Threats Physical Threats Designing a Brand Protection Strategy

3 The Game Has Changed

4 Entertainment Media Industry Statistics $771 Billion $2 Trillion 78% Projected U.S. Media & Entertainment Market by 2019 Global Industry Set to Break for 2016 Number of U.S. Consumers Streaming Paid Content Source: Entertainment & Media Outlook by PriceWaterhouseCoopers (PwC).

5 Growth Of Media Consumption Across Channels U.S. adults spending half of their waking life consuming media Achievements are shared across social platforms Silos between online and offline are quickly disappearing

6 The Changing Landscape for Media Consumption The worlds of movies, TV and video games continue to merge Multiple channels of consumption Source: Wirelessweek.com

7 Threat Vectors Virtual Threats Physical Threats Credentials Digital Goods Counterfeit Unlicensed Brand Erosion Lost Revenue Lost Consumer Trust Liability Risk Financial Loss Health & Safety Loss of Collector Value

8 Risk Areas: Virtual Threats

9 Stealing Credentials Various means are being used to obtain credentials resulting in account takeover and/or theft of virtual items Phishing Attacks Malware Social Engineering

10 Digital Goods Theft Be it either physical or virtual, it is still theft Value of items/accounts can range from a couple of dollars to thousands of dollars

11 Risk Areas: Physical Threats

12 Merchandise Challenges Counterfeit Fan-made goods Brand integrity Licensing

13 Merchandise Counterfeit Easily obtained Quickly permeates marker Difficult to detect Fan-Made Goods The nature of the property Unmet demand (real & perceived) Barrier to entry Challenges of a large and diverse fan-base

14 Merchandise Brand Integrity The demand for Authenticity Enhancing Experiences Mashup Culture and Dilution Licensing & Distribution Protecting the interests of licensees Enforcing Agreements Identifying Opportunities

15 Merchandise A Delicate Balancing Act Protecting the interests of licensees and the integrity of the brand while not upsetting loyal customers. Fan-made goods Brand integrity Licensing Consumer confidence

16 Designing a Brand Protection Strategy

17 Elements of a Successful Brand Protection Program Visibility Across The Internet International Capability Industry Specific Expertise Enforcement + Soft Approach

18 Visibility Across the Internet Squatted Domains / Branded Websites Physical Goods sold on Global Marketplaces Traffic Diversion from Search Engine Advertising Social Media Profiles Rogue or Harmful Mobile Apps Phishing s Mobile Apps Websites Social Media Market Places Search Engines

19 Visibility Across the Internet Use technology to automate the scanning, collection and analysis of millions of data points.

20 International Capability 58% of growth in gaming comes from the Asia Pacific Region 1 49% YoY increase in box office movie revenue in China in Global Games Market Report, Newzoo 2 China s Film Industry: A Blockbuster in the Making, Warton School of Business,

21 Enforcement + Soft Approach Misguided Fan? Brand Infringer? OR

22 Industry Expertise Experience Connections Flexible Response Specialty Workflow

23 Wrap Up The landscape for media consumption has changed so have the challenges. Threats to your brand online are both Physical and Virtual today. You need a multi-pronged approach for addressing those threats: Visibility Across the Internet Global Capability Industry Expertise Multiple Enforcement Options

24 Q&A

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