Phil Lodico, Head of GoDaddy Corporate Domains, highlights the importance of brand protection in the digital age. The commercialization of the Internet has made brand protection increasingly crucial over the last two decades. With the rise of online interactions, consumers and businesses expect speed and ease from digital technology. However, this has also opened up opportunities for bad actors to exploit a company’s domain names to harm the company and its customers.
Lodico emphasizes that domain names are virtual doorways to a company’s website, and companies cannot control how customers search for them. Even with advanced cybersecurity measures in place, brands are still vulnerable to attacks if their intended domains do not surface when users search online. Bad actors take advantage of variations in online search behavior to steal traffic meant for legitimate brands by purchasing related or slightly off-brand domains.
Fraudsters can use these domains for phishing or spoofing attacks, leveraging the trust and credibility of legitimate brands to scam people. Companies often have no knowledge of these attacks until they happen and struggle to stop the perpetrators. These illicit activities can lead to financial and brand damage, requiring legal resources to address. Bad actors are facilitated by the cheap price and easy accessibility of domains, making it challenging for companies to protect their brands effectively.
It is essential for companies to invest in proactive and defensive domain registration programs to safeguard their brands online. By anticipating consumer behavior and purchasing a wider net of defensive domains, brands can protect themselves from malicious activities. While purchasing domains may seem like an additional cost, it is much cheaper than trying to buy them back or litigate brand infringement later on. Investing in domain protection can help companies retain revenue and mitigate risks associated with unauthorized domain use.
Companies can benefit from working with a corporate domain registrar to select and manage their domain portfolios effectively based on consumer behavior and industry trends. By understanding how consumers search for brands online and anticipating potential variations, companies can create a comprehensive domain strategy that includes defensive domains. This proactive approach can help companies secure their brands and maintain control over their online presence. By following a domain checklist, organizations can evaluate their domain choices and plan a strategic approach to domain protection.
In conclusion, protecting brands online requires a combination of proactive domain registration and strategic defensive measures. By considering consumer behavior, top-level domains, variations of brand names, and foreign language considerations, companies can create a comprehensive domain portfolio that safeguards their brands from bad actors. Investing in domain protection is a cost-effective way to secure revenue and reputation online, ensuring that brands can continue to thrive in the digital era.
