Brand Protection

A Strategic Roadmap for Building Brand Protection Programs

This work seeks to help firms that wish to organize for brand protection: specifically, to combat product counterfeiting. It presents reasons why firms should organize and how they can do it. It provides an overview of product counterfeiting and how the problem has evolved. Importantly, it presents a framework for assessing the problem and discusses how to implement a total business solution to address it. Read More

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Brand Protection as a Total Business Solution: An Analysis of Key Actions. Northbrook, IL: Underwriters Laboratories, 2020.

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…

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Assessing Brand Integrity ROI: Insights from Research and Practice

Firms struggle to determine both the allocation and deployment of brand integrity resources. To inform decision making, they seek to understand how well their brand integrity function is performing and how to maximize its effectiveness with finite resources. In this webinar, Professor Jeremy Wilson from Michigan State University will share insightful lessons on valuing brand integrity based on his ongoing research and outreach with a wide array of brands across many industries. Placed within the context of a total business…

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Brand Protection Across the Enterprise: Toward a Total-Business Solution. Business Horizons, Vol. 63(3): 363-376, 2020.

To better identify what a total-business solution might look like, we asked a sample of 42 respondents—33 brand-protection practitioners and nine other respondents with academic, service, or other perspectives—to identify all functions and tactics that might be associated with brand-protection efforts. Altogether, respondents identified 38 functions associated with 757 unique tactics among more than 1,300 total tactics. Using these data, we assessed the depth and breadth of each function. Read More

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Designing a Total Business Solution Approach to Brand Protection. Brand Protection Professional, Vol. 3 (4): 32-33, 2018.

Brand protection is most effective when implemented as a total business solution, integrating and coordinating key functions across the enterprise toward a common goal. This article reports on benchmark data from 42 respondents (mostly representing brand-owning firms) that identify the key functions that need to be integrated as well as the specific tactics they can implement. Read More

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The 2017 A-CAPP Center Brand Protection Strategy Summit: Issues and Best Practices in Partnerships, Return on Investment, and E-Commerce. Center for Anti-Counterfeiting and Product Protection Paper Series. East Lansing, MI: Michigan State University, 2018.

This proceedings report reviews discussions that occurred as part of the Michigan State University Center for Anti-Counterfeiting and Product Protection Brand Protection Strategy Summit in October, 2017. Read More

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Partnerships and the Battle Against Product Counterfeits. A-CAPP Backgrounder Series. East Lansing, MI: Michigan State University Center for Anti-Counterfeiting and Product Protection, 2017.

Partnerships among brand owners, governments, academics, consumers, and other stakeholders are essential to tackling the pervasive and persistent global problem of product counterfeiting. This Backgrounder highlights the importance of these partnerships, the need for widespread recognition of the shared nature of problems, and the development of solutions across companies and industries. Read More

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The 2016 A-CAPP Center Brand Protection Strategy Summit: Emerging Challenges, and Progress. Center for Anti-Counterfeiting and Product Protection Paper Series. East Lansing, MI: Michigan State University, 2017.

This paper serves as a summit proceedings report for the 2016 Michigan State University Center for Anti-Counterfeiting and Product Protection Brand Protection Strategy Summit. It highlights many of the discussions that took place during the October 4-5 event. Read More

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