Brand Protection and the Global Risk of Product Counterfeits

A Total Business Solution Approach

Inbunden, Engelska, 2022

2 839 kr

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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.This total business solution provides a framework for building and advancing brand protection programs that are strategic, comprehensive, and evidence based. Coupling perspectives and illustrations from several academic disciplines and industries, this book serves as a road map or blueprint for companies to develop and implement a proactive strategy to protect their brands. It serves as a guide to help firms continuously learn, innovate, and efficiently allocate resources in a way that maximizes brand protection performance.Graduate and executive education programs and scholars in business, law and criminal justice will benefit from adopting Brand Protection and the Global Risk of Product Counterfeits as course reading, research or a valued addition to their personal library. Brand protection practitioners in firms large and small, working in brand protection, security, supply chain, legal, quality assurance, packaging, C-suite, marketing, sales, and related areas will find this book essential in helping them develop a roadmap for establishing a robust brand protection program and take their existing brand protection to the next level of effectiveness and efficiency.

Produktinformation

Utgivningsdatum2022-07-22
Mått156 x 234 x undefined mm
FormatInbunden
SpråkEngelska
FörlagEdward Elgar Publishing Ltd
ISBN9781839105814

Contents:Foreword by Richard Kaeser xivPreface xviiPART I INTRODUCTION TO BRAND PROTECTION ANDTHE GLOBAL RISK OF PRODUCT COUNTERFEITS1 The brand protector’s dilemma and the total business solution 2Jeremy M. WilsonPART II ASSESSING THE NATURE OF PRODUCTCOUNTERFEIT RISK2 Building and optimizing a brand protection program:a total business solution model 19Jeremy M. Wilson and Clifford A. Grammich3 Risk management and risk assessment for brand protection 37Sean O’Hearen4 Combatting illicit trade: understanding consumer motivations 59Peggy E. Chaudhry and John ReinersPART III MITIGATING THE RISK OF COUNTERFEITPRODUCTS5 Brand protection and organizational silos: integratingtactics and firm functions in the fight against counterfeits 78Jeremy M. Wilson and Clifford A. Grammich6 Options for mitigating the risk of product counterfeits:lessons from research and practice 104Jeremy M. Wilson and Clifford A. Grammich7 Communicating the value of brand protection througha persuasive internal communications approach 128Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil andJeremy M. WilsonPART IV RESOURCE ALLOCATION FOR ANDMEASURING THE VALUE OF BRANDPROTECTION PROGRAMS8 Counterfeiting and anti-counterfeiting costs: an applicationof cost of quality concepts 141B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson9 Performance measurement for brand protection: a strategicscorecard approach 159Sean O’Hearen10 Determining the value of brand protection programs:identifying and assessing performance metrics in brandprotection 188Jeremy M. Wilson, Clifford A. Grammich, B. WilliamDemeré and Karen L. SedatolePART V THE TOTAL BUSINESS SOLUTION IN PRACTICE11 Brand protection: creating an enforcement frameworkfor action 209Warren MacInnis12 Product integrity for patient safety: a Pfizer case study 218Chanterelle Sung13 Calculating brand protection impact 227John Carriero14 The never-ending brand protection conundrum 240Vivian VassalloPART VI TENETS OF THE TOTAL BUSINESS SOLUTION15 Implementation of a total business solution for brandprotection: core principles in theory and practice 248Jeremy M. WilsonIndex 268

‘This collection delivers what it promises—a broad-based, quantifiable total business solution approach to anticounterfeiting efforts. …The total business solution approach provides a valuable playbook for in-house brand protection practitioners and is critical reading for those responsible for brand protection activities within an organization. But it is also useful for outside counsel and trademark practitioners generally to better understand the business perspective and gain insight on how to counsel toward a proactive approach.’