To secure brand value and reputation, driving away counterfeit fraud online is necessary.

FREMONT, CA: In recent days, consumers are happy to have the time-saving search facility and remotely pick their favorite brand on the Internet. Since online retail is convenient, people prefer to shop with a simple touch on their mobile phone's screens. However, if it were not used correctly by third-party markets like Alibaba, Amazon, and eBay in their online platforms, the small companies would have remained a pearl in the shell. Such international platforms have made it possible for small retailers to stay competitive online.

The expansion of online marketplaces has led to an explosive growth of counterfeit goods sales that affect branding and the image of the company. Copying strategies have reached a height where the items look similar to the original brands, and mostly local traders perform the tricks. They are often sold online and on social platforms, which don't confirm the original or duplicate product nature.

Certain counterfeit goods can endanger the health and security of consumers. There is an urge to eliminate these fake products worldwide. Counterfeit goods cannot, however, be eradicated entirely but can be handled in the following ways by online retailers.

1. Using Monitoring Software

 Monitoring software detects fake online sites and reveals the results for further intervention. The fraudulent distribution channels should be shut down as violators are using new promotional online channels, including e-commerce sites, online marketplaces, message boards, and the rest.

These counterfeiters follow the same promotional methods used for selling their privileged brands by legitimate marketers. This has reduced authentic brands ' marketing return on investment (ROI). Brands will actively monitor the Internet for illegal use of branded terms in domain names through the monitoring software. This will help to spot e-commerce websites that sell illicit or counterfeit goods easily.

2. Employing Search Tools

Previously, digital surveillance tools were used to track e-commerce websites for counterfeiters using brands. Today, small retailers market their knock offs through authentic images of products. Thankfully, consumer security companies can detect fake products out of millions of photographs with the amount of new cutting-edge technology like image recognition. This software overpowers other methods for trademark tracking when identifying image-based counterfeit products. Brand protection software is capable of tracking all goods and matches distributed under one brand name, searching beyond the registered product database.  

3. Guarantee configuration licenses

In general, when it comes to patents, there are two — Utility and Design. Utility patents include smartphones, for instance, protect a product's functionality and are defined by images supporting textual claims. On the other hand, design patents are a little different, the ornamentation of an object is preserved, and only photographs determine the security limits. In the light of the challenges faced by utility patents for rapid compliance on the Internet, online retailers are able to enforce design patents online easily, as platforms have expanded the potential to produce a visual judgment of knockoffs immediately. Design patents often overlap with copyrights as artistry and ornaments coincide. A combined portfolio of rights with several IP assets can thus be very helpful for online enforcement.

4. Act Quickly and Universally

The extension of international trade has opened up a new market for illegal businesses, thereby giving internet counterfeiters a tremendous advantage. While a domestic retailer or distributor seems like a clear first goal, companies have learned to be more effective in launching and quickly executing international counterfeiting initiatives. The brands should ensure their marks are internationally registered, notably in China, where a "first-to-file" system is followed that requires registration for anyone first, even if the actual brand owner is not the same.

Retailers should stay open to new innovations in the fight against counterfeiting. In addition to keeping up to date on new tools and technologies, concentrating on other ways like taking advantage of trade fairs and customer education can earn much while preventing counterfeits.