Phil Lodico, the Head of GoDaddy Corporate Domains, offers insight into the importance of brand protection in the digital age. As the commercialization of the internet continues to grow, the risks associated with domain security have become more significant. With the constant engagement with digital technology, bad actors have found new ways to harm companies and their customers by exploiting domain names.
Companies invest millions in cybersecurity technology and resources, but often overlook the risks associated with domain security. The variation in human behavior and search patterns can make it challenging to predict how customers will find a company’s website. Bad actors take advantage of this unpredictability by purchasing similar or off-brand domains to capture inquiries meant for legitimate brands, resulting in financial and reputational damage.
Phishing and spoofing attacks further contribute to the risks associated with domain security. Bad actors can register similar domain names and use them to deceive unsuspecting individuals, leveraging the credibility of legitimate brands to carry out fraudulent activities. Despite efforts to combat these tactics, bad actors often stay ahead due to the accessibility and affordability of domains.
To protect brands online, companies are advised to invest in proactive and defensive domain registration programs. By understanding consumer behavior and buying defensive domains, companies can prevent bad actors from exploiting their brand names. While the cost of purchasing domains may seem high, it is more affordable than trying to reclaim them after illicit activities have taken place.
Companies can utilize a domain protection checklist to evaluate their domain choices and tailor their domain strategy accordingly. Considering factors such as consumer search behavior, top-level domains, typos or variations of brand names, and foreign language considerations can help companies secure their brands online. By expanding their domain portfolio to include defensive domains, companies can effectively protect their brands and enhance domain security.
