在线通信中的数字品牌保护与价值利用——BIMI、VMC及CMC认证之重要性

尽管BIMI (下文将讨论) 认证项目目前尚未被众多品牌所有者广泛采用，但近年来，其使用量有所增长，该认证使品牌所有者能够将其商标更醒目、更系统地用作附加于电子邮件通信中的图标。

While still not adopted by many brand owners, in recent years there has been a growth in use of the BIMI certification programme (discussed below) to enable brand owners to use their logos more visibly and systematically as the icons attached to email communications.

研究表明，这能够提升用户参与度、电子邮件的打开率以及品牌信任度与安全性。这凸显了在数字环境中保护品牌的重要性与价值，既可使品牌所有者得以建立自身声誉，并确保消费者继续依赖品牌作为识别来源的标识。

Research shows this can lead to increased engagement, open-rate of email communications, and brand trust and security. This highlights the importance and value of protection of brands in a digital context to enable brand owners to build their reputation and ensure consumers can continue to rely on them as indicators of origin.

本文将探讨BIMI 的优势与要求，它使品牌所有者能够更好地控制并利用其在数字客户沟通中的品牌资产，并阐述品牌所有者对此应采取的战略步骤。

Here we discuss the benefits and requirements of BIMI which can allow brand owners to better control and exploit use of their branding assets in digital communications with customers and strategic steps brand owners should take to address this.

BIMI（Brand Indicators for Message Identification，用于消息识别的品牌指示符）是一项电子邮件规范，允许企业在收件人的收件箱中显示的经验证的电子邮件旁展示其标识。BIMI的构想最初于2019年提出，谷歌在2021年将其引入Gmail平台后逐渐获得关注，2022 年苹果公司宣布Apple Mail中支持 BIMI 时再次引起关注。

BIMI (Brand Indicators for Message Identification) is an email specification which enables businesses to display their logos next to authenticated emails in recipients’ inboxes. First conceived in 2019, BIMI gained traction in 2021 following implementation by Google into the Gmail platform, and again in 2022 when Apple announced support for BIMI in Apple Mail.

BIMI已获得全球众多大型电子邮件提供商的支持^[1]—包括 Gmail、Apple Mail 和 Yahoo Mail。目前一个值得注意的例外是Microsoft Outlook。

BIMI is supported by a large number of the biggest email providers in the world^[1] – including Gmail, Apple Mail and Yahoo Mail. The notable current exception is Microsoft Outlook.

当接收方的邮件系统接收到一封电子邮件时，服务器将执行一系列标准身份验证检查（SPF、DKIM、DMARC）。若该邮件符合DMARC要求，且平台支持BIMI，服务器将进一步检查发送域名是否存在有效的BIMI记录。若识别到BIMI记录并验证通过，入站服务器将在收件人的收件箱中显示关联的品牌标识。

When an inbox receives an email, the server will perform a series of standard authentication checks (SPF, DKIM, DMARC). If the email message is DMARC compliant and the platform supports BIMI, the server will then perform an additional check as to whether a valid BIMI record exists in relation to the sending domain. If a BIMI record is identified and validated, the inbound server will display the associated brand logo in the recipient’s inbox.

设置BIMI记录需要符合多项前置条件^[2]，包括DMARC合规，且存在待显示标识的 SVG（可缩放矢量图形）文件。设置BIMI记录的另一个步骤是需从标识验证机构^[3]（详见下文）获取标识证书。Gmail、Apple Mail等平台强制要求必须有标识证书，而 Yahoo Mail、Fastmail等平台则未严格要求须持有此类证书才能运行BIMI。

There are a number of prerequisites^[2] to set up a BIMI record, including DMARC compliance and an SVG (Scalable Vector Graphics) version of the logo to be displayed. Another step in setting up a BIMI record is to obtain a Mark Certificate from one of the Mark Verifying Authorities^[3] (discussed in further detail below). Mark Certificates are mandated by platforms such as Gmail and Apple Mail, but others such as Yahoo Mail and Fastmail do not strictly require these in order to implement BIMI.

根据BIMI组织的定义，“标识证书确立了一种身份、标识与域名之间可加密验证和审计的绑定关系^[4]”。此类数字证书由一系列受信任的权威机构^[5]签发，验证标识的所有权，并构成品牌BIMI记录的一部分。

As defined by BIMI Group, “MCs (Mark Certificates) assert a cryptographically verifiable and auditable binding between an identity, a logo, and a domain^[4].” These digitally issued certificates are provided by a range of trusted authorities^[5] that verify the ownership of a logo, and form part of a brand’s BIMI record.

目前有两种标识证书: VMC (验证标识证书) 和CMC (通用标识证书)，对比如下：

There are currently two types of mark certificate: VMC (Verified Mark Certificate) and CMC (Common Mark Certificate) as summarised below:

尽管BIMI目前尚未获得所有电子邮件平台的支持，但全球部分最大的邮件服务商包括Apple Mail (估计拥有约60%市场份额^[6]) 和Gmail (估计拥有约30%市场份额^[7]) 在内已可实施该标准，意味着经BIMI验证的电子邮件将触达广泛的用户群体。

Whilst BIMI is not currently supported by all email platforms, it is available for implementation with some of the largest providers in the world including Apple Mail (estimated to have around a 60% market share^[6]) and Gmail (estimated to have around a 30% market share^[7]), meaning that BIMI authenticated emails will reach a large audience.

Red Sift与Entrust的研究^[8]表明，相较于未在邮件中展示标识的品牌，运行BIMI可以带来更高的邮件打开率、消费者品牌记忆度的提升以及更高的购买率。

Research by Red Sift and Entrust^[8] shows that BIMI implementation can result in increased email open rates, improvement in brand recall amongst consumers, and higher purchase rates compared to brands that do not display their logos in emails.

使用BIMI还可以通过展现品牌方对网络安全的承诺来增强消费者信任，降低消费者遭受邮件仿冒攻击和网络钓鱼的风险。在邮件旁显示的品牌标识是一种视觉提示，可快速向消费者表明该通信内容真实无误，以区分安全邮件与潜在危险邮件。

Using BIMI can also increase consumer trust by demonstrating a brand’s commitment to online security and reduce the risk of consumers falling victim to email impersonation attacks and phishing attempts. The visual cue of a brand’s logo next to an email is a quick way to indicate to consumers that the communication is genuine and to allow consumers to quickly distinguish between safe and potentially dangerous emails.

Gmail的蓝勾 (仅限于VMC持有者使用) 和Yahoo Mail的紫勾验证标识则为可能不熟悉BIMI体系的消费者进一步提供额外的视觉提示。其他邮件服务商，例如Apple Mail，则向其用户确认：“若发件人或您的邮件服务提供商未满足[BIMI]要求，相关邮件将不会在 Apple Mail的客户端中显示标识^[9]”

Gmail’s blue tick (available to those with a VMC) and Yahoo Mail’s purple tick verification symbols go one step further and provide an additional visual cue to those consumers who may not be as familiar with the BIMI system. Other providers such as Apple Mail, for example, confirm to their users that “if the sender or your email service provider hasn't met the [BIMI] requirements, email messages will not display logos in Apple Mail clients^[9].”

如上所述，Gmail的蓝勾符号仅在BIMI记录中包含VMC的品牌所发送的邮件中才会被激活。

As mentioned above, Gmail’s blue tick symbol will only be activated in emails from brands with a VMC in their BIMI record.

值得注意的是，用户也可以在Gmail中不经任何验证就设置“个人资料图片”。向其他 Gmail用户发送电子邮件时，该图片出现在收件人的收件箱中的位置，与BIMI认证标识出现的位置相同。因此，存在不法分子通过将品牌标识设为个人资料图片，而后在Gmail网络中冒充品牌、使其邮件看上去合法的风险。

It is worth noting that it is also possible for users to set a “profile picture” in Gmail without any verification checks. When sending emails to other Gmail users, this image will then appear in the same location as a BIMI authenticated logo in the recipient’s inbox. Therefore, there is a risk that bad actors could impersonate brands within the Gmail network by using a brand’s logo as a profile picture to appear legitimate.

理论上，若线上线下已存在广泛的持续侵权活动，恶意第三方也可能通过证明其使用某标识已超过12个月，来获得CMC。

In theory, it may also be possible for a malicious third party to demonstrate the necessary 12+ months’ worth of use of a logo to obtain a CMC if there is wider ongoing infringement activity either on- or offline.

因此，品牌方有必要考虑VMC (唯一可激活Gmail蓝勾视觉标识的证书类型) 所提供的更高层级别的认证——尤其是涉及严格审查从而能使不法分子更难滥用VMC流程——并且一旦完成认证之后，应积极教育消费者在Gmail中仅信任那些同时显示品牌标识和蓝勾的电子邮件。

It is therefore important for brands to consider the additional level of authentication offered by a VMC (the only type of certificate that enables the Gmail blue tick visual) - particularly as the stringent checks involved make it much more difficult for bad actors to abuse the VMC process – and, once complete, to actively educate their consumers to only trust emails displaying a brand’s logo that also feature the blue tick in Gmail.

为了获得 VMC (其提供最高级别品牌认证)，品牌方须就计划在电子邮件旁展示的标识取得商标注册。该标识通常是品牌的网站图标 (例如在网页浏览器地址栏或网站书签列表中显示的图标），也可以是品牌主标识的简化版。

In order to obtain a VMC (which offers the highest level of brand authentication), brands must have a trade mark registration for the specific logo that they intend to display alongside their emails. This will often mirror a brand’s favicon (the icon displayed, for example, in a web browser address bar or in a list of website bookmarks) and may also be a simplified version of a brand’s main logo.

因此，品牌方应审视其商标组合，确保已获得适当保护，以便能够通过严格的VMC 验证检查；如保护不足，应采取必要措施，为拟用于BIMI邮件的标识取得商标注册保护。当品牌更换标识时，除为新商标取得必要的商标保护外，还须更新相关BIMI记录和标识证书，以确保电子邮件通信中所用的标识持续获得认证。

Therefore, it is important for brands to review their trade mark portfolios to ensure that they have the correct protection in place to pass the strict VMC verification checks and, if not, to take the necessary steps to put registered trade protection in place for the logo that they intend to use for BIMI emails. When a brand’s logo is changed, alongside implementing the necessary new trade mark protection, it is important to update the associated BIMI record and Mark Certificate to ensure ongoing authentication for logos used in email communications.

拥有此类商标保护——尤其是在BIMI标识是品牌主标识的简化版且现有商标保护尚不充分的情况下——还将有助于对第三方采取维权行动，防止其恶意利用这些品牌标识实施仿冒诈骗或网络钓鱼攻击行为，或在支持“自我声明”式BIMI记录而无需标识证书的邮件平台 (如 Yahoo Mail 和 Fastmail) 实施滥用行为。

Having this trade mark protection in place, particularly where a BIMI logo is a simplified version of a brand’s main logo and existing trade mark protection may not be sufficient, will also facilitate enforcement action against third parties who may maliciously use these brand identifiers as part of impersonation schemes or phishing attacks, or on email platforms that support “self-asserted” BIMI records without the need for a Mark Certificate (such as Yahoo Mail and Fastmail).

品牌方还应审慎地就其BIMI标识设置商标监测服务，以识别任何不法分子试图将这些标识注册为商标的行为。

It would also be prudent for brands to set up trade mark watching services in respect of their BIMI logos to identify any attempts by bad actors to obtain registered trade mark protection for these.

中小企业可考虑先获取CMC证书，鉴于前期所需投入成本较低，之后再逐步升级至 VMC，并将其纳入更广泛的品牌建设和商标保护策略之中。

SMEs could consider obtaining a CMC as a starting point given that the upfront cost is lower, and progressing to a VMC as part of their wider branding and trade mark protection strategy.

品牌方还需警惕数字通信中的品牌滥用行为，考虑扩大商标监测范围，锁定那些试图通过注册其品牌资产而在数字通信领域取得其品牌控制权的第三方。

Brand owners also need to remain vigilant in monitoring misuse of their brands in digital communications in this way and to consider expanding their trade mark monitoring activities to identify third parties attempting to register their branding assets to try and obtain control of their brand in the context of digital communications.

[1] https://bimigroup.org/bimi-infographic/

[2] https://bimigroup.org/implementation-guide/

[3] https://bimigroup.org/vmc-issuers/

[4] https://bimigroup.org/resources/VMC_Requirements_latest.pdf

[5] https://bimigroup.org/vmc-issuers/

[6] https://www.litmus.com/email-client-market-share#:~:text=Email%20client%20market%20share%20can%20help%20marketers,Design%20*%20Coding%20*%20Email%20program%20focus

[7] https://www.litmus.com/email-client-market-share#:~:text=Email%20client%20market%20share%20can%20help%20marketers,Design%20*%20Coding%20*%20Email%20program%20focus

[8] https://red-sift.cdn.prismic.io/red-sift/4624a113-815a-41e6-813e-d71dde7eaf23_Consumer+Interaction+with+Visual+Brands+in+Email.pdf

[9] https://support.apple.com/en-gb/108340

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联系作者 Contact the author

Megan Rannard: mrannard@marks-clerk.com

John Ferdinand: jferdinand@marks-clerk.com