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The total business solution philosophy provides some guidance on how firms can mitigate the risk of counterfeits to their brands. This perspective contends that firms need to develop a comprehensive, enterprise-wide approach that is strategic, evidence-based and proactive. To discern common elements of this approach in practice, we asked a diverse array of 42 brand protection experts to identify specific tactics that firms could implement. In all, the experts offered 1,347 individual tactics. As part of a larger assessment, we analyzed these tactics to identify those that were referenced most frequently. These provide some insight as to what might be the most commonly known, if not used, ways to address product counterfeiting.

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