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KitchenAid tightens the reins on global branding with BD-BrandProtect )
BD-BrandProtect monitors a wide range of activities, from logo and URL usage (e.g. the trademark KitchenAid cannot be used in an unauthorized URL), to phishing and illegal redirecting of web traffic. BD-BrandProtect spent four weeks working with KitchenAid to complete questionnaires and set up the appropriate solution. All services are billed at a flat rate on a monthly basis. “Some services have high up front costs or keep adding to their rates for extra services,” says Maynard. “With BD-BrandProtect, it’s just a flat fee which makes it much easier.”
Within the first week of signing up for the service, BD-BrandProtect found 50 to 100 URL registrations by retailers that contained the trademark KitchenAid reports Maynard. “One of them wasn’t even selling our products. BD-BrandProtect was able to clean all that up for us right out of the gate.”
Maynard’s group now receives a comprehensive weekly report that outlines violations according to their severity, along with recommended next steps. After reviewing, items of concern are flagged for further action.
BD-BrandProtect then performs the initial follow up activities, including investigating the site or activity in question and notifying the violators in writing. If the problem is not resolved after three warnings, KitchenAid then refers it to their legal department for further action. On average KitchenAid files four to five lawsuits annually – and has won every case to date. Maynard also reports that BD-BrandProtect has increased accuracy by more than 20 per cent. “Ninety per cent of the time however, the violations are minor.”
Maynard says the speed and accuracy of BD-BrandProtect allows them to take proactive steps before any damage can be done. When a vendor inadvertently registered an improper URL on a Wednesday, Maynard was notified within 48 hours. “He didn’t even know he couldn’t have ownership of that URL and was stunned that we knew about it so quickly.”
Sometimes BD-BrandProtect has been able to find a violator KitchenAid can’t. In one example, a Google image search for KitchenAid turned up an explicit photo. “We didn’t know how that link worked,” says Maynard. “We just called BD-BrandProtect and within two hours it was gone.”
Last year, following a global dealer training initiative focused on Web-based marketing, Maynard used BD-BrandProtect to make sure everyone was meeting compliance requirements.
Peace of Mind
Given the strategic importance of the KitchenAid brand, Maynard says BD-BrandProtect has played a major role in bringing him peace of mind. “It is my responsibility to protect this brand and I am not going to allow any loss of equity on my watch. In fact, the value of the stand mixer silhouette continues to increase year over year. Before BD-BrandProtect however, I thought I was out there doing it on my own. Now I know I can leave the brand in better condition than when I started.”
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