The public profile of a business, including its branding, is commonly echoed across numerous platforms: online, with a website and social media accounts; and off-line, in hard copy materials.
Goodwill accrues in a successful brand, through use. The goodwill arises from either its image as a whole or specific key elements, such as a logo or colour scheme.
It can be particularly damaging, therefore, when a competitor copies a brand causing confusion between the businesses.
Confusion may divert valuable online traffic to the competitor’s site, which causes not only direct loss in potential sales but reputational damage if the competitor provides inferior goods/services.
What can be done?