Course Description

While trademarks have served as source indicators in the brick and mortar world for thousands of years, over the past couple decades, their presence has expanded to the digital space as well. This course will offer an overview of how trademarks are represented on the Internet, the specialized strategies needed to protect them online, and why a digital brand protection strategy is of the utmost importance for all organizations in the 21st century. We will discuss the following:
Brief overview of the domain name system, as well as other digital spaces, such as social media platforms, marketplaces, and mobile apps, in which brands may have a presence;
The benefits of proactive digital brand protection (and pitfalls of not having a robust online enforcement strategy);
Best practices for developing a holistic brand protection strategy that includes brick and mortar as well as digital elements;
Using established enforcement mechanisms and processes, such as the Uniform Domain Name Dispute Resolution Policy and platform takedowns; and
Developing and executing creative strategies for digital enforcement, when established mechanisms may result in bad publicity or other undesirable outcomes.

CLE credits are available upon request to ip.center@law.unh.edu


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