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Brandcops - New, Innovative online brand protection service unveiled

Added: (Sat Jul 06 2002)

Pressbox (Press Release) - Is the Internet a boon to brand owners, or a lawless environment of brand piracy, misuse and abuse? Both, say the
founders of Brandcops, a new brand protection and management service
launched this month.

Brandcops (www.brandcops.co.nz) offers to police brand security and integrity on the Internet and alert brand-owners
to online misuse and brand-damaging activity.

Brandcops will also provide a range of aligned brand management services,
including a digital brand asset management system, search engine placement strategy, an online "press clipping service", competitive activity
monitoring and web site promotional assistance.

Hot topic

"Brand protection has become a hot topic for businesses worldwide since the
explosion of the Internet." said Brandcops founder Paul Wager, "There are a number of serious issues involved, and we have effective processes to detect and manage them."

A very common problem is the misuse of "meta-tags" - the hidden code
contained within a web page which search engines use to categorize their
results. "It is amazing to see just how many businesses insert their
competitors brand names in their own meta-tags to gain preferential
placement in search engines."

"Anti-business activism is another potent threat to brand value that has
gained more power through the web. We can give early warning of potential
threats, enabling brand owners to prepare counter-measures."

Brandcops cites one compelling real-life example: "A prominent brand
monitored during the testing phase was found to have over 90 percent of its
exposure on the Internet showing negative or damaging associations; whilst
its own informative website was virtually invisible in terms of search
engine exposure. Net effect: that brandís presence on the Internet was
overwhelmingly derogatory, distorting public perception of the brand and the
company, and undermining all the effort (and money) being invested. Weíre
here to do something about these problems."

Also detrimental to brand integrity and value are misuse and abuse of brand
standards by employees, subsidiaries, distributors, agents, affiliates,
associates and service suppliers. "Before you can fix these behaviours you have to know about them, as soon as possible. Thatís part of our service."
said Wager.

Brandcops believes that effective implementation and policing of standards
are a critical component of maintaining brand integrity and value. Its
upcoming 'Brand Central Station' service offers companies a secure,
convenient, cost-effective and efficient way to provide authorized access to official digital versions of logos, images, templates, broadcast components and other collateral material.

Employees, Advertising agencies, PR consultants, trusted printers and
production houses, branch operations and authorized distributors or agents
can be given degrees of permission to download appropriate material, with
the reassurance that it is up to date, accurate and supported by the current
(online) usage manual.

Helping brands make better, more profitable use of the online opportunities is another string to the Brandcops bow. Its services range from consulting on just what those opportunities may be, advice on new brand deployment;
improvement of a brandís web presence; and online promotional activity,
including search engine placement strategy.

"There are many companies that have put their brands online without properly
thinking through the reasons, or how best to maximize that presence," said
Paul Wager. "Weíre business analysts, first and foremost, so we can do the
necessary research and extrapolate the right conclusions to help brand
owners properly focus their online business strategies."

- ends -

CONTACT: Paul Wager (paulw@brandcops.com)

WEBSITE: www.brandcops.com

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