Identify and address infringers - Brand infringers are always looking at the name and popularity of brands in order to ride on their popularity. Monitoring allows a business to discover infringers who adopt brand and domain names that are confusingly similar to your own. Trademark law is supposed to protect consumers and brand owners from and unfair competition and brand monitoring is a way to enforce this.
Addressing competitor and consumer reactions - brand monitoring allows the business to react to consumer sentiment, positive or negative, which is usually expressed in social media, forums and complaints sites. This also allows the business to monitor competition representations of your own brand usually in the form of comparative advertising and negative reviews.
