Online brand management builds and maintains a credible image of a business on the internet. With the rise of online brand marketing, social media monitoring becomes helpful in building a good trademark name. When a brand loses its credibility due to online posts, potential clients and sales are also lost. Thus, online brand administration looks after strategies to assist the product in gaining and maintaining credibility. Specific activities being performed by trademark management firms include online marketing and media monitoring. In online marketing, brand management firms launch awareness campaigns and promotional activities using the internet. On the other hand, media monitoring checks the internet for damaging remarks and activities that abuse the business.
Online brand administration is likened to young people who are very particular with their image on the internet. According to Pew Research Center, "reputation control has become a priority for many internet users, especially the young." In the study, it says that people "limit the amount of personal information about them," "delete unwanted comments others have made on their profile," "change privacy settings to limit what is shared," and "remove their name from photos that were tagged to identify them." These activities are similar to that of online brand management firms. Brand management firms do social tracking and online brand marketing to establish a desired credible image. The firms develop procedures and policies in media monitoring and marketing.
Advantages of having efficient online brand administration involve minimizing brand erosion. For customers, employees and competitors, it is easy to publish negative experiences and remarks about a business using their accounts on the internet. With media monitoring and social media tracking, these are search and are deleted. Cybersquatting is also blocked with media monitoring. Cybersquatting refers to registering, tracking in and using a domain name with malicious intention to destroy the business. Unauthorized domain owners are blocked not create alterations on the content of the website.
A form of cybersquatting is typosquatting. Typosquatting refers to utilizing various typographical errors within the name of a trademark. It is creating another name which is very close to the trademark to deceive other people. Moreover, in direct selling, agents can create individual websites to sell products with modified promotional offers. With this, prices and information are not consistent as every agent competes with one another for customers. This creates confusion among customers. Media tracking looks after related websites for accuracy and consistency of data.
Another advantage is timely updating of status of the business. This is applicable when judgment or decisions from authorities change. Using media tracking and social media monitoring, all posts that contain the old decision or judgment are deleted. Online brand marketing also makes the new decision popular so that the old decision will not mislead the public. One of the biggest activities of online brand management is hunting down copyright violators. Articles, videos, pictures and other properties found on a business website are protected from thefts who are either attempting to rob or have already robbed the materials. Through media monitoring, these materials are identified and further actions are done.
There are online product management firms that assist businesses to have the above given benefits of online trademark control. Brand management firms make sure that the internet protects the business from illegal activities. Brand management firms add corporate revenues. Proper online brand management builds consumer trust, safety and satisfaction.