Trevor Robbins Client Services Manager

MarkMonitor

The Changing Landscape of Brand Protection

in the Media Industry

Amy Dozier Client Services Manager

MarkMonitor

Agenda

The Game Has Changed

Risk Areas

Virtual Threats

Physical Threats

Designing a Brand Protection Strategy

The Game Has

Changed

Entertainment Media Industry Statistics

Projected U.S. Media & Entertainment Market by 2019

Global Industry Set to Break for 2016

Number of U.S. Consumers Streaming Paid Content

$771 Billion

$2 Trillion

78%

Source: Entertainment & Media Outlook by PriceWaterhouseCoopers (PwC).

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

The Changing Landscape for Media Consumption

The worlds of movies, TV and video games continue to merge

Multiple channels of

consumption

Source: Wirelessweek.com

Threat Vectors

Physical Threats

Counterfeit

Unlicensed

Virtual Threats

Credentials

Digital Goods

Brand Erosion

Lost Revenue

Lost Consumer

Trust

Liability Risk

Financial Loss

Health & Safety

Loss of Collector

Value

Risk Areas: Virtual Threats

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

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

Risk Areas:

Physical Threats

Merchandise

Challenges

Counterfeit

Fan-made goods

Brand integrity

Licensing

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

Merchandise

Brand Integrity

The demand for “Authenticity”

Enhancing Experiences

Mashup Culture and Dilution

Licensing & Distribution

Protecting the interests of licensees

Enforcing Agreements

Identifying Opportunities

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

Designing a Brand Protection Strategy

Elements of a Successful Brand Protection Program

Visibility Across The Internet

International Capability

Enforcement + Soft Approach

Industry Specific Expertise

Visibility Across the Internet

Websites

Market

Places

Search

Engines

Social

Media

Mobile

Apps

Email

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 Emails

Use technology to automate the scanning, collection and analysis of

millions of data points.

Visibility Across the Internet

International Capability

of growth in gaming comes from the Asia Pacific Region1

58%

1 2016 Global Games Market Report, Newzoo

YoY increase in box office movie revenue in China in 20152 49%

2 China’s Film Industry: A Blockbuster in the Making, Warton School of Business, 2-17-16

Enforcement + Soft Approach

Misguided Fan? Brand Infringer?

OR

Industry Expertise

Experience Connections Flexible Response Specialty Workflow

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

Q&A

Thank You!

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