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One easy, though ethically dubious, way of acquiring business is to bid on a competitor s brand name. Suppose a searcher, looking for a particular product or service, enters the name of your organization. If a competitor has bid on your brand name the results that come up may lead him to the site of this competitor instead of your own. The probability is that he would then procure the product or service from this rival company. To prevent this, that is, to secure the brand names that belong to our clients, we take all necessary precautions.
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