Brand Protection

Product counterfeits and other brand infringements represent a growing and substantial risk to firms, consumers, and society. While policing such illicit activity is important, there is much that firms can do to protect themselves and their customers. Grounded in field research and practice, this book presents a total business solution approach to brand protection that enables firms to prevent infringement from occurring and respond efficiently when it does. Read More

Brand protection practitioners struggle with several common questions. These include the nature of the risk, its size, articulating the need for resources to address it, effectively allocating these resources, and demonstrating the value of a brand protection program. Little systematic research has been available to help practitioners address these questions. This volume reviews the principles of a total business solution for brand protection and means for implementing it. Its chapters on assessing the nature of product counterfeit risk discuss how…

Though the value of their brands is among their most valuable assets, firms may have little in place for brand protection. Those that do have brand protection programs in place often rely on reactive actions rather than including strategies for prevention as well. This chapter introduces the elements of a total business solution program model for a brand protection program. This model goes beyond initial reaction to a brand protection problem and describes a proactive solution. Its elements include problem…

Previous research notes several strategies that firms may use to address product counterfeiting but offers few integrative approaches. Many current approaches are ‘siloed,’ with little interaction across functions. A total business solution for brand protection promotes a holistic approach that integrates and coordinates all parts of the firm for brand protection. To better understand the tactics that firms may use in a total business solution to brand protection, we asked 42 experts and practitioners to identify the tactics that a…

Much academic research on product counterfeiting is disjointed and sporadic. It focuses on topics such as prevalence and not on tactics for reducing counterfeiting. Nevertheless, academic research on tactics can offer insights to practitioners. Such research is likely to be more independent, comprehensive, and rigorous than what researchers can do for themselves. This chapter reviews academic research on anti-counterfeiting tactics that businesses may use. It compares the distribution by category of such tactics with those that practitioners offer. While practitioner-suggested…

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…

We apply concepts from the Cost of Quality (CoQ) literature to brand protection and product counterfeiting and use these concepts to provide insights into the nature of anti-counterfeiting investments and the returns to these investments. We start by describing the evolution of the CoQ model and contribute further to this model by incorporating additional cost characteristics. We then apply CoQ concepts to counterfeiting to better understand how firms can invest in anti-counterfeiting and dynamically assess their return to such investments.…

As brand owners deploy resources for brand protection, they seek to understand their return on investment and how to make their investments more effective. We investigate how firms measure their return on investment (ROI) in brand protection and consider alternatives to ROI that they might use. We interviewed brand protection professionals from ten firms in three broad industry categories: microelectronics and computer products; food, agricultural, and pharmaceutical products; and apparel, consumer, and luxury products. Because previous research on this topic…

This chapter reviews the lessons that researchers and practitioners offer regarding the total business solution to brand protection. It revisits each of the six tenets: identifying the infringer as the unseen competitor; prioritizing prevention, proactivity, and strategy; integrating controls and mechanisms for detecting and responding to infringements; maximizing data, metrics, and analysis to assess and mitigate risk and gauge performance; formulating and executing a holistic approach that integrates and coordinates all parts of the firm for brand protection; and creating…

Firms may employ different approaches to protect their products. Previous research has typologized the tactics that firms might use in differing ways; among these have been tactics associated with individual products, those undertaken with partners, and whether a tactic is internally or externally focused. Yet there has been no systematic consideration of all the tactics firms might employ in protecting their brands. This research seeks to identify all the tactics that firms might use in a total business solution to…