“The Brand Protector’s Dilemma and the Total Business Solution” in Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach. Cheltenham, UK: Edward Elgar, 2-17, 2022.
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…