Abstract

The internet’s tremendous reach and economies of scale have revolutionized the way brands engage with customers and drive revenue. Companies in almost every industry have embraced the internet and e-commerce to grow their businesses and their brands; but so have fraudsters, counterfeiters, cybercriminals and other brand abusers. The digital world offers a sizable opportunity for fraudulent entities to hijack reputable brands for their own financial gain – and their tactics are becoming more and more sophisticated. Brands face a wide range of threats that can have a damaging impact on their reputation and customer trust, from counterfeiting and brand-associated phishing to content piracy and pay-per-click advertising scams. Fraudsters continue to leverage new and emerging channels, including social media outlets and mobile platforms, and are becoming adept at disguising their activity in hard-to-track areas of the internet.