David Barnett's Brand Protection Articles: Finding the fakes: another application of keyword-based filtering

Introduction

In previous Stobbs studies, we have outlined how relevance keywords can be used for filtering down large sets of candidate webpages into the subsets most likely to be relevant to a particular issue of interest. In general, the approach involves looking on each webpage for instances of the keywords in close proximity to the name of the brand of interest, and calculating a score for the page, based on the numbers of such pairs and the proximity of the terms to each other in each case. The pages with the highest score are then the most likely to be of interest^[1]. This methodology is based on the technique used to calculate brand sentiment (which utilises sentiment keywords, but is otherwise essentially identical)^[2].

The ability to filter in this way is an essential component of any brand-monitoring solution, allowing the most relevant pages to be quickly and efficiently identified, and reducing the requirement for expensive analyst resource to manually review large volumes of results.

In this study, we apply the approach to the identification of e-commerce websites likely to be associated with the sale of counterfeit or otherwise infringing goods, from a pool of larger product-related sites, based on identification terminology typically used by infringing sellers. This is of key importance for any brand-protection programme aiming to tackle the most egregious infringements, where counterfeits often present the greatest risk to revenue, and are typically the most readily enforceable.

The methodology utilises a list of 'high-risk' e-commerce keywords, which have previously been identified as being highly diagnostic of non-legitimate products when used in conjunction with a brand name. Examples include 'dupe', 'mirror-quality', 'A-grade', and so on. These terms are most usually applied to fashion and luxury products, but can be applicable to other areas.

In this study, we focus on general Internet content (i.e. 'standalone' e-commerce websites identified through search-engine queries), rather than on marketplaces specifically. This is partly because issues with general Internet content are, in general, the hardest to solve (because of the greater difficulty in finding relevant content, and the limitless range of ways in which product information can be presented on the page), but also because some marketplaces explicitly prohibit the posting of listings with branded product references (meaning many sellers will resort to use of brand misspellings and variations). Accordingly, an approach able to handle the analysis of general content can usually be applied to more well-defined channels (though with appropriate modifications, where necessary).

Findings

Proof-of-concept 1: luxury brands

In the first proof-of-concept, we consider the online sale of luxury-branded products, using Gucci and Chanel as representative brand examples. In each case, we generate a 'pool' of candidate pages for analysis by collecting the results returned by search engines (the first page of Google.com results, in this case) in response to query-terms consisting of the brand name combined with product-related keywords ('handbag', 'shoes', etc.) and e-commerce-related (and especially 'high-risk') keywords (such as 'buy', 'shop', 'cheap', 'discount', 'replica', etc.). For each brand, this yielded just under 2,000 unique webpages for analysis. Of the pages which were accessible for analysis by our automated tool, the datasets produced 252 results yielding non-zero (positive) scores for Gucci, and 222 for Chanel. The assertion is that these pages are the ones most likely to be offering the sale of counterfeit products, based on the use of 'high-risk' keywords near to the brand names (and, moreover, that the pages with the higher scores will, in general, feature greater numbers of such references and/or brand/keyword pairs with closer proximity). These would therefore be the priority candidates for further analysis and potential enforcement.

Manual inspection of the results suggests that this is indeed the case, and almost all of the non-zero-scored pages feature what we would consider to be content of potential concern (Appendix A; Figures 1 and 2).

Figure 1: Examples of 'high-risk' pages for Gucci

Figure 2: Examples of 'high-risk' pages for Chanel

It is also worth noting that it may be necessary to 'tune' the keyword lists in response to the types of content being found and the terminology used. An earlier iteration using 'inspired' as a 'high-risk' keyword (e.g. in the context of 'Gucci-inspired' items) was found to lead to a less 'clean' categorisation of results, due the more generic nature of this term and its tendency also to be used in other contexts (e.g. "It was not just the high quality clothes of the wealthy guests that inspired Gucci" and "During the 1930s Gucci became inspired by horse racing"^[3]).

Proof-of-concept 2: electronics brands

The second case study considers electronics brands (using Samsung and Panasonic as representative examples, with appropriate product-related keywords - 'tv', 'smartphone', 'headphones', etc.), as an area where the sale of counterfeits is of particular concern because of the obvious safety implications.

In this case it was found that the keyword 'discount' (which was actually relatively diagnostic of 'high-risk' content for luxury brands) was less diagnostic for electronics, in part due to the large number of sites offering discount codes. This keyword was therefore removed from the list for this second analysis.

However, the approach was again effective, though a manual inspection of the positively-scored results found a smaller proportion of results of real potential concern than for the luxury brands, where the keywords are more directly applicable to infringing items. However, as in the first study, significant numbers of results of interest were successfully identified, and effectively prioritised using the keyword / scoring approach (Figures 3 and 4).

Figure 3: Examples of 'high-risk' pages for Samsung

Figure 4: Examples of 'high-risk' pages for Panasonic

Conclusion

Overall, the use of 'high-risk' e-commerce keywords in an analysis of proximity to brand terms has been found to be an effective way of prioritising sets of 'candidate' pages, in order to identify the subset which are most likely to be associated with the sale of counterfeits (even if the exact list may need to be 'tuned' to be most applicable to specific industry or product areas). The approach is therefore an important consideration in the deployment of automated brand-monitoring tools, to build efficiency into the analysis process and reduce the incidence of 'false positives'.

In the specific cases of the live infringements identified in this analysis, the fact that all (by definition) have been live for long enough to have been indexed by search engines, and are highly ranked in response to relevant query terms, should be a cause for concern for the respective brand owners. Assuming that these brands do have brand protection services in place, the analysis highlights that (depending on the methodologies used) in many cases, relevant results may be being missed, are not effectively being identified from within wider datasets of identified findings, or that enforcement attempts may have been ineffective (which may particularly be the case for some of the more problematic jurisdictions, such as with .ru and .cn domains) - or some combination of all of the above points. This conclusion highlights the requirement for an effective programme for detection, prioritisation, and takedown to be employed by brand owners.

Appendix A: The most highly scored pages for luxury brands

Table A.1: Webpage titles for all results assigned a potential relevance/risk score of 300 or greater for Gucci

Webpage title	Potential relevance score
Replica Gucci Handbags Wallets Gucci replica purses ...	4652
GUCCI REPLICA HANDBAG - SomaliNet Forums	4307
Gucci replicas expert - buy the best quality fake Gucci	3966
Gucci First Copy Shoes	3485
A 1:1 quality Gucci replicas online sale store	2829
Gucci Shoes Discount \| ShopStyle UK	2515
Discount Gucci Belt	2400
Gucci Replica - RoyalPurse	2113
75% OFF Gucci Discount Code: (3 ACTIVE) Jan 2024	1912
Replica Gucci Womens Shoes Collection	1829
Best Replica Gucci Accessories on Topbiz.md	1688
Gucci Handbags Discount	1686
Replica Gucci Trainers - Casual Sneakers	1534
Sneakers for Men - Gucci Replica	1405
Moccasins and Loafers for Men - Gucci Replica	1405
Tech Accessories for Women - Gucci Replica	1405
Men Accessories && Wallets - Gucci Replica	1405
Fine Jewelry Archives - Gucci Replica	1405
Silver Necklaces for Men Archives - Gucci Replica	1405
Replica Gucci Ring	1396
Replica Gucci Sneakers For Men	1395
Elegant gucci replica For Stylish And Trendy Looks	1215
replica Gucci jewelry	1214
Bum Bag Gucci Dupe - Smart Accessories	1201
Fake Men's and Women's Gucci Shoes	1023
Gucci Replica Bamboo Bag Archives \| Knock Off Designer ...	988
Gucci Discount Code - 10 Vouchers in January 2024	915
DesignerBagHUB cheap discount gucci replica jewelry ...	835
Buy replica gucci with free shipping on AliExpress	800
Finding The Perfect Replica Gucci Handbag	776
Gucci Shoes Archives	721
splurge and save: gucci princetown fur-lined leather slipper ...	692
Guides To Spot A Good Replica Gucci Bag	665
How Good Can Gucci Replicas Be?	664
GG Marmont Bags - Gucci Replica Handbags	656
Replica Gucci Shoes Wholesale Buying Guide 2020	649
Stunning Replica Gucci Jewelry at DesignerBagHUB	604
Vintage gucci replica (imitation) - Gem	598
Gucci GG Black small messenger Bag 523599	582
Gucci dupe shoes - thriftbiscuit	574
The Aldo Gucci Bag Dupe MUST HAVE -	572
Premium Gucci Formal Shoes On Full Cash On Delivery	539
Replica Gucci GG Marmont Bags \| Purse-Area	518
Inspired Gucci Bags - The Same Look For Less - Pinterest	518
17+ Best Gucci Inspired Bags that Look Designer	515
Top Quality Gucci Replica Shoes	515
Golden Gucci Copy Ladies Bracelet Watch	504
THE GUCCI DUPE	500
Gucci Dupe Belt in Black	500
Gucci Replica Pendant for girls	403
3d ring replica Gucci 3D print model	403
gucci hats replica	400
Best Deals for Knock Off Gucci Bags	362
27 Gucci Replica Handbags ideas	361
High Quality Replica Gucci Handbags For Sale \| Purse-Area	350
I thought I'd nabbed a bargain after buying Gucci bag dupe ...	350
Gucci Shoe Alternatives - Linn Style	337
first copy gucci bag	331
Gucci Dupe Purses - Rio Clemens	325
Gucci Bag Dupes - Linn Style	325
9 Gucci Loafer Dupes (Including the Ones I Bought!)	325
Handbags \| Gucci Copy Hand Bag 🛍️ \| Freeup	300
Gucci 1955 Horsebit Bags - Replica Designer Handbags	300
Slingbags \| Gucci Replica Sling Bag - FreeUp	300
Mirror copy Gucci Sneaker shoes with freebies.	300
Replica Gucci handbag in Bristol	300

Table A.2: Webpage titles for all results assigned a potential relevance/risk score of 300 or greater for Chanel

Webpage title	Potential relevance score
Best 25+ Deals for Copy Chanel Bags	4092
Best 25+ Deals for Copies Of Chanel Bags	3631
Chanel Double Flap Medium Replica Bag Review (Caviar ...	2055
Top Chanel replicas - Affordable Luxury Inspired Handbags	2038
How to pick Chanel replica jewelry for love	1956
Replica Chanel Classic Flap Bag Full Review	1483
Chanel Replica Jewelry	1450
Best 25+ Deals for Copy Chanel Bags - Poshmark	1399
Replica Chanel Sandals	1375
Authentic vs. Replica Chanel Flap Bag: A Detailed Comparison	1177
Wholesale and retail best chanel Jewelry Replica	1173
Best Chanel Replica Bag – Full Review	1104
Chanel Replica Necklace	1100
Cotton High Quality Replica Chanel Beach Towel	1077
Stunning Chanel Necklace Dupes - Replica bags	993
replica chanel shoes	961
Chic Chanel Earrings Dupes - Budget-Friendly Luxury	944
Replica CHANEL	934
Chanel Handbags Replica	834
Replica CHANEL	834
Chanel Sneakers Real vs high quality Replica. - MyBizShare	717
Chanel Replica Handbag Reviews and Shopping	704
Chanel Promo Codes: 10% Off January 2024	604
Auckland fashionistas duped by replica Chanel handbags	600
12 Ways to Spot a Fake Chanel	600
Best Chanel replica store - Xpurse	593
Replica Chanel Shoes	507
Replica Chanel Bags, Cheap Chanel Bags 100% Satisfaction ...	474
Look For Less: 9+ Best Chanel Inspired Earrings	449
Blair Cap Toe Ballet Flat (Women) curated on LTK	430
Vintage, Chanel Replica, Huge Faux Pearl Necklace	409
Brand New Quality Replica Chanel Designer Womens ...	400
Vintage, Chanel Replica, Huge Faux Pearl Necklace	400
Best 25+ Deals for Chanel Lace Up Heels	375
REPLICA Chanel Sandals	362
8 Chanel Shoes ideas	336
Replica Chanel Chair	331
Replica Chanel Chair	331
Amazing Chanel Necklace with pearl replica, crystal and ...	318
Replica Chanel CC Logo Brooch	315
Dune's lockstockk sandals are back in stock for 2022	312
How to spot a Fake Chanel Bag	301
chanel replica handbag for sale	300
Designer Chanel Shoe Dupes - Stylish & Affordable	300
Chanel Replica Mirror	300