It’s estimated that some nine million Americans will have their identities stolen this year, many with the Web as the unwitting accomplice. That is, of course, a very big number and a very big problem. So big, in fact, it nearly obscures an analogous crime.
It’s also one perpetrated via the Web. This time, its victims are companies, and the villains go by names like typosquatters. And the crime? It’s known as brandjacking.
That name might be amusing if it didn’t ruin so many marketers’ hard work. And that, dear reader, is frightfully easy: All a perpetrator has to do is register a misspelled version of your brand name and build a bogus Web site for it. Then he places ads on the site and profits from the pay-per-click traffic revenue that should be yours. And while he’s busy siphoning off your revenue, your confused customers end up on a misleading or unsavory page they associate with your brand.
Comment : This is the reason why all companies should brand protect there names.