Brand Protection Myths
Myths which are believed in tend to become true George Orwell
Myths which are believed in tend to become true
Myth one: everyone, even children, can monitor the Internet. All monitoring checks are the same.
What is monitoring?
Monitoring is a system of ongoing surveillance of phenomena and processes, the results of which serve to substantiate management decisions. Within the framework of the monitoring system, an assessment, control of changes in the monitoring object, analysis of the object state take place, depending on the impact of certain factors.
Technically, everything is simple. We select the monitoring object and analyze its condition according to the pre-selected parameters. With regard to our subject area, everything seems simple. There are search engines such as Google that successfully help us with these issues. You type the necessary query in the search string and get results. Literate children indeed can do this. Difficulties begin further.
Why do we need monitoring?
The ultimate monitoring goal is to collect reliable information
The ultimate monitoring goal is to collect reliable information about the investigated object. It is the information base that we will subsequently have to work with. The significance of this process cannot be overestimated. If we collect false information, then we will draw false conclusions on its basis and make inappropriate decisions.
Any monitoring should be necessary sufficient
The necessary sufficiency of monitoring is another of its most important components. The information may be reliable but not complete, for example, we can make a query in order to get information about sites selling counterfeit “Brand1” watches in Poland. It may look something like this - “buy a Brand1 replica watch” and “buy a Brand1 copy watch” in Poland. But are we sure that we are going to see the entire scope of the counterfeit “Brand1” watch market in Poland? Of course, not. We are going to see only the tip of the iceberg, only those sites that announce the sale of such watches, for example, the ones indicating that this is a replica. We are going to get results only in those languages which we have used to make the query and only in the search engine where we have looked.
On the other hand, we can make the widest possible query and get a huge number of links to Internet sources. For example, writing “Brand1 watch”. This is going to complicate our task even more, since we can come across sources that do not sell anything at all, but only, for example, describe the advantages and disadvantages of various watch models where watch brands are described in the context of other events. Would it help? Of course, not, since it would be impossible to work with such search results. Too much information junk.
What a proper monitoring should take into account?
1. The most important condition for the proper monitoring should be a correct search query or the so-called semantic core.
One must have vast experience working with search engines, understand how the search algorithms of a particular search engine are different from the other, to know how to put words in the search query in such a way as to obtain the most relevant sample that fully reflects the essence of the query and is devoid of the information junk.
Ask your brand protection consultant how they generate search queries and let them give you examples of the semantic cores.
2. You must be able to work with various search engines, not limited to Google and Yandex only.
Without this, it cannot be guaranteed that you are going to receive the most appropriate search results, which in the future will become the base, that your system of analyzing the content and isolating the sites selling counterfeit products, will work with
Ask your brand protection consultant which search engines they know, in which search engines they are going to fulfill search queries, let them tell how Google search algorithms differ from, for example, the Chinese search engines.
3. You must be able to search in all major languages, not limited to English only.
No doubt that most people in the world speak and write English, it has become an unofficial language for business communication, but it is not the only one. A huge part of the world speaks Spanish, a lot of people speak French, German, Chinese, Japanese, etc. The more languages your search engine is able to use, the more relevant the results will be.
Check with your brand protection consultant in what languages they plan to search results for your queries, who and how forms their semantic cores of search queries.
4. You must be able to control the relevance of search results.
No one can be sure of the relevance of search results. Search engines are constantly being upgraded, new search algorithms are being introduced. Many search engines begin to defend themselves from such kind of query. For different market segments, there are different search features. It is necessary to constantly monitor the relevance of the results.
Ask your brand protection consultant whether they control the relevance of search results and HOW they do it.
BRANDPOL GROUP is always ready to provide you with advisory or legal assistance in promoting your legitimate interests on the Internet around the world, in all languages, and all jurisdictions.