“Communicating the Value of Brand Protection through a Persuasive Internal Communications Approach” in Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach.  Cheltenham, UK: Edward Elgar, 128-139, 2022.

Communicating internally about the important role of brand protection and what the enterprise must do to protect itself from counterfeits is one of the greatest challenges for brand protection programs. This chapter discusses the importance of using communication effectively to create an organizational culture that values and elevates brand protection across all levels of the organization. An analysis of organizational functions and tactics that brand protection experts recommend is reviewed using a persuasive communication lens. This chapter then offers suggestions for maximizing internal communications strategies to increase the value of brand protection among organizational members.

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