Brand Protection

“Determining the Value of Brand Protection Programs: Identifying Metrics and Assessing ROI” in Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach.  Cheltenham, UK: Edward Elgar, 188-207, 2022.

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…

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“Implementation of a Total Business Solution for Brand Protection: Core Principles in Theory and Practice” in Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach.  Cheltenham, UK: Edward Elgar, 248-267, 2022.

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…

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Protecting Brands from Counterfeiting Risks: Tactics of a Total Business Solution. Journal of Risk Research, Vol. 24(9): 1141-1160, 2021.

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…

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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: Webinar and Expert Workshop

In this 60-minute webinar, you will receive a framework for creating a brand protection program, and learn how to apply the framework to your own business, how to become highly strategic, proactive and evidence-based in your fight against product counterfeits & brand infringements, and why you need a brand protection strategy. In the companion 90-minute workshop, brand leaders from Johnson & Johnson, UL, Excellis Health and Pfizer discuss their practical experiences implementing and running a brand protection program, how they…

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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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Featured Research

A Performance-Based Approach to Police Staffing and Allocation

U.S. Department of Justice, Office of Community Oriented Policing Services

Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach

Edward Elgar Publishing