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Brand Protection For Spanish Bridal Wear Company

MarkMonitor : 02 August, 2010  (Application Story)
MarkMonitor to provide Pronovias with brand protection and prevention of the illegitimate use of the company's brands on the internet
MarkMonitor has announced that Pronovias, the Barcelona-based international bridalwear brand, will use MarkMonitor to centrally manage a company-wide brand protection program involving product, distribution, and advertising. The robust and comprehensive program from MarkMonitor will tackle product counterfeiters and illegitimate search engine advertisers, providing demonstrable brand protection for wholesalers and consumers alike.

Part of the St Patrick Group, Pronovias is a leading, premium bridal and eveningwear brand, operating in 35 countries and with over 3,800 sales points around the world – including flagship shops in New York City and London – as well as specialist wedding shops.

“As with many premium-priced brands, Pronovias faced the problem of counterfeit products coming in from China and other expanding economies. These were finding their way into the online marketplace through e-commerce and even being sold in bulk to mainstream retailers,” says Frederick Felman, chief marketing officer, MarkMonitor.

The legal team at Pronovias came to MarkMonitor for help with brand protection but delving deeper, found the problems they faced were more extensive than the counterfeiting they had first identified.

“Pronovias knew MarkMonitor could address the counterfeiters by reaching out to more internet channels than they could manage themselves, but an additional problem we highlighted was the extent of illegitimate advertising on search engines. Very often, people selling counterfeit goods buy keywords relating to legitimate brands and use this to intercept traffic or otherwise infringe that brand’s rights,” says Felman. “MarkMonitor is able to police this activity and work with the search engine operators to remove cases of infringement. As a consequence, MarkMonitor is able to help Pronovias to protect its brand throughout its value chain.”

In addition to helping uphold brand integrity among distributors and consumers, MarkMonitor monitors social media sites – including blogs and forums – for leaked designs.

Juan Jesus Domingo Ramirez, Pronovias’s General Manager, has been impressed by the comprehensive approach that has helped every area of the company to become involved in brand protection.

“What started out as a counterfeiting issue in the legal department has become a company-wide issue involving marketing, compliance, distribution, public relations and business agreements with our retailers. We are proud of our brand and it is important for our distributors and customers to know that when they buy a Pronovias dress, they can be confident they have bought the genuine article,” says Juan Jesus Domingo Ramirez of Pronovias.

“In the short time we have worked together, I see that the issues MarkMonitor has proactively identified and the product and services they provide will help optimize our global business operations.”
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