Retail surgery: Protect your online brand name

Having a domain name that is recognisable with a retailer’s brand is important to ensure customers can find the online store. However, with wily cybersquatters buying up monikers with the intention of selling them for a increased price, it is not surprising the process of getting and protecting a domain name can be drawn out and time consuming.

These squatters purchase variations of names that could potentially be used by businesses big and small, making it harder for a company to have a joined-up off- and online presence.

Brodies Solicitors partner Grant Campbell says: “Have a domain name strategy and think about what is important to you. There are an increasing amount of domains but it is wrong to try to grab that domain in every country if you don’t have a market there.

“Think about what your key market is. Focus on this and your key brand - this is what you need to protect. You want to get into a position where it’s really difficult for cybersquatters to tackle you.”

Deterring cybersquatters is difficult, adds Campbell, because they stand to make a lot of money when retailers need a quick fix. “The problem with cybersquatters is if they charge £5,000 to sell the name retailers are likely to give them the money,” he says. “Especially if they are working to a tight schedule and have a launch date that has to happen. The best way to avoid this is by having a trademark strategy to protect your brand.”