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CMO Council: Recession prompts more online brand attacks

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Palo Alto, Calif. —A new survey by the Chief Marketing Officer Council warns marketers that the recession is fueling increased online attacks on brands by international counterfeiting operations.

A global audit of 306 marketers co-sponsored by brand-protection company MarkMonitor found that brand value, trust, integrity and reputation are being significantly damaged by gray market knockoffs, phishing attacks, cyber squatting, e-mail scams, trademark abuse, and copyright and patent infringements.

Yet brand attacks are becoming more difficult to identify due to the increased sophistication of brand hijackers, according to the CMO Council, which released its report Monday. Only 6% of companies surveyed have official brand-protection departments, and few marketers know the impact of bogus brands and knockoffs on their brand equity, the CMO Council concluded.

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