Twitter And Your Brand

Michael Morris, Senior Associate

There has been significant discussion in relation to the impact of the Internet on trade marks and brand protection, with every "next big thing" posing new challenges to brand owners.

The challenges began with issues such as unauthorised trade mark use in domain names ('cyber squatting'), and then the use of marketing tools using third parties' brands to attract customers through the use of 'adwords' and 'metatags'.

The current hot topic is the Twitter network, which is increasingly becoming the new paradigm of social networking in the Internet. Developed from the concept of a simpler and quicker way to be in touch with friends and the world at large, Twitter is quickly becoming an important marketing tool to businesses, as an obvious consequence of its increasing success.