Defensive marketing is a strategy that can protect your company from others who want to compete with you. In other words, defensive marketing is a protective measure for businesses that know they have something worth protecting. Defensive marketing tactics include the following:

• Patents – This type of defensive marketing involves acquiring patents on new products or processes to protect them from becoming knockoffs.
• Copyrights are also another type of defensive marketing that can be used to defend a business’ products against imitations. Copyrights include but are not limited to music, literature, and artwork, among others.
• Trade secrets – Trade secrets are any information kept secret from others to create an advantage for the business that knows it. These secrets can be anything that one’s competitors don’t know.