Brandworkz research shows top brands fail to protect themselves online

Brandworkz research shows top brands fail to protect themselves online

TELECOMWORLDWIRE-20 October 2004-Brandworkz research shows top brands fail to protect themselves online(C)1994-2004 M2 COMMUNICATIONS LTD http://www.m2.com

According to brand asset management software company Brandworkz, research shows that household names are completely failing to protect their brands online.

The research carried out by the company reportedly shows that 95% of the BusinessWeek/Interbrand Top 100 Global Brands have no protection or copyright mechanisms on Internet images which means that their intellectual property can be easily stolen or copied.

Brandworkz has said that the research was carried out to ascertain the state of copyright image protection on the World Wide Web and it was found that in addition to a lack of copyright protection, 92% of images had no embedded information such as copyright notices or photographer details. This means that the businesses are risking the use of out of date or copyright expired material.

The research was carried out with the BusinessWeek/Interbrand Top 100 Global Brands 2004 (http://www.businessweek.com/pdfs/2003/0331_globalbrands.pdf), a recognised survey of the biggest international brands, including names such as Coca Cola, Microsoft, BP and Smirnoff.

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