Meaning & use
brand protection
Last updated
Meaning
noununcountablebusiness
The set of legal and practical steps a company takes to stop others from copying, misusing or damaging its name, logo and reputation.
Grammar: Not used with an or a plural: the company invests in brand protection.
Patterns
- brand protection against something
- brand protection for someone
The firm hired a specialist team for brand protection after fake versions of its shoes appeared online.
Registering a trademark is the first step in brand protection.
Good brand protection means watching social media for scam accounts that use your logo.
Common combinations
- online brand protection
- Online brand protection now takes up much of the legal team's time.
- invest in brand protection
- Luxury labels invest heavily in brand protection.
- a brand protection strategy
- The new manager drew up a brand protection strategy for the launch.
- brand protection software
- The company bought brand protection software that flags counterfeit listings.
- brand protection services
- Several agencies offer brand protection services to small businesses.
Synonyms and how they differ
- trademark enforcement
- Trademark enforcement is narrower and refers only to legal action over registered marks, while brand protection also includes reputation and monitoring.
- brand defense
- Brand defense sounds more like reacting to an attack, whereas brand protection also covers steady preventive work.
- reputation management
- Reputation management focuses on public opinion, while brand protection focuses on stopping misuse of the brand itself.
Word family
- protect verb
- to keep something safe from harm
- protection noun
- the act of keeping something safe
- protective adjective
- intended to keep something safe
- branding noun
- the work of creating a recognizable identity for a product
Commonly confused: brand protection or brand loyalty?
brand protection vs brand loyalty
Brand loyalty is customers' habit of buying the same brand again, while brand protection is what the company does to guard the brand.
Practice
After counterfeit handbags flooded the market, the company expanded its ____ team.
Choose one answer.
Brand protection names the work of stopping copies and misuse. Brand promotion is about advertising, which does not fit counterfeits, and the other two forms are ungrammatical as noun modifiers here.
Make it your own
Write a sentence using “brand protection”, then check it and compare it with the examples above.