“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…