INTERNET COPYRIGHT CHAOS UNDERMINES TOP BRANDS
Research into Global 100 shows abject failure to protect brands
20 October, 2004: Research shows that household names are completely failing to protect their brands online. 95 per cent of the BusinessWeek/Interbrand Top 100 Global Brands have no protection or copyright mechanisms on internet images, enabling their intellectual property to be easily stolen or copied.
The research was carried out by brand asset management software company Brandworkz™ to ascertain the state of copyright image protection on the World Wide Web. As well as a lack of copyright protection the research found that the 92 per cent of images had no embedded information such as copyright notices or photographer details - risking the use of out of date or copyright expired material.
“The global nature of the web is a major challenge for big brands,” commented Jens Lundgaard, CEO, Brandworkz. “On one hand they benefit from access to a worldwide audience, but they risk undermining hard-won brand equity by failing to protect their intellectual property and risking confusion through use of inconsistent, out of date images. Our research shows that household names are completely failing to protect their brands online.”
The research was carried out with the BusinessWeek/Interbrand Top 100 Global Brands 2004 (http://www.businessweek.com/pdfs/2003/0331_globalbrands.pdf), the universally recognised survey of the biggest worldwide brands. These include household names such as Coca Cola, Microsoft, BP and Smirnoff. All entries have a brand value of over $1 billion.
“The lack of licence management and time spent on image distribution are rapidly escalating issues for many corporates,” said Richard Foster, a leading professional photographer. “With the amount of images required by different markets throughout the world, it has become increasingly hard to distribute and police these images. Clients are having to buy more rights than they actually require. Both they and I could save time and money with an efficient web based image management system.”
Brandworkz is an advanced brand management system that helps to organise and distribute a company’s brand assets and image libraries from one central location. Brandworkz software significantly reduces the risk of using out of date, expired copyright materials, and ensures that assets are available to users in the required format at all times.
Brandworkz is already being used by leading brand owners such as the Department of Trade and Industry (DTI), global FMCG product leader Reckitt Benckiser, mental health charity MIND and exclusive travel agency Cazenove + Loyd.
Brandworkz’s web-based software enables effective, consistent and flexible management of an organisation’s brand assets by centralising the management and storage of brand assets to one location, eliminating duplication of existing assets and use of out-dated content and enabling sharing of content on a policy basis, automatically in the correct format.
Brandworkz is a digital solutions company that maximises clients' business value through the development of efficient brand asset management solutions. Brandworkz is a subsidiary of GlobusMedia™, founded in 1997 by Jens Lundgaard. It has 7 years experience working on digital media projects. It is privately financed with no external shareholders. The company’s client list spans the government, retail, transport and logistics, technology, charity, information and property/construction sectors. Customers are companies with a significant number of digital assets, who have realised that without a centralised system to manage these assets they will never leap the maximum value from them.
More information can be found at www.brandworkz.com. Pictures are available at www.brandworkz.com/press.
For more information:
Zuzanna Pasierbinska/Craig Brophy
+44 207 494 6570
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