How To Take Back Brand Ownership

What should a marketer do if a competitor's paid-search ad publishes with your brand's trademark or serves up based on branded keywords? In several steps, Lisa Raehsler explains how to take back a brand after finding the trademark connected to another company's paid-search ad campaign. Among the suggestions: brand owners should always bid on their own trademarks so the company shows up in search queries to reinforce brand leadership.
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