Ever since Google lifted its restrictions on trademarked terms in 2004, it’s been up to brands to protect these key assets. While the search engines have provided some tools for brands to use, the primary burden has fallen on brands to build their moats against misrepresentation, dilution and abuse.
But is this really a problem? What do other advertisers have to gain by targeting your brand? Unfortunately, because branded keywords are often signals of purchase intent, they provide a lot of incentives for other advertisers to pop up.Read More