Description
Book SynopsisProduct 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.
Trade Review‘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.’ -- The Trademark Reporter
‘The book offers a detailed range of actionable strategies and suggests alternatives to traditional approaches, making it an important read for those in the brand protection space.’ -- Trevor Little, World Trade Review
‘Just got my copy of Jeremy Wilson's book Brand Protection and the Global Risk of Product Counterfeits
. I'm only two chapters in and already I am thrilled! It's the brand protection book I've been waiting for my whole career. Once done I'll write up a full review, but I wanted to take a quick moment to encourage all brand protection professionals to grab a copy right now – you won't be disappointed.’ -- William Mansfield, ABRO Industries, Inc. and University of Saint Francis, US
‘I wish I had this book when I first started in brand protection. Back then, I was in learning mode and constantly seeking sources to inform my strategy and approach. What I found was that there wasn’t a lot of practical information readily available about how to combat the problem of illicit trade. With this volume, Jeremy and his cast of expert contributors have helped to fill this gap in practical knowledge in the field. They’ve laid out a very prescriptive approach about how to build a comprehensive, end-to-end solution—or “total business solution”—to brand infringement. This book provides an excellent foundation and reference for practitioners and decision makers about what it takes to protect your patients, customers, brands, and business from bad actors in the marketplace.’ -- Richard Kaeser, Johnson & Johnson, US
Table of ContentsContents: Foreword by Richard Kaeser xiv Preface xvii PART I INTRODUCTION TO BRAND PROTECTION AND THE GLOBAL RISK OF PRODUCT COUNTERFEITS 1 The brand protector’s dilemma and the total business solution 2 Jeremy M. Wilson PART II ASSESSING THE NATURE OF PRODUCT COUNTERFEIT RISK 2 Building and optimizing a brand protection program: a total business solution model 19 Jeremy M. Wilson and Clifford A. Grammich 3 Risk management and risk assessment for brand protection 37 Sean O’Hearen 4 Combatting illicit trade: understanding consumer motivations 59 Peggy E. Chaudhry and John Reiners PART III MITIGATING THE RISK OF COUNTERFEIT PRODUCTS 5 Brand protection and organizational silos: integrating tactics and firm functions in the fight against counterfeits 78 Jeremy M. Wilson and Clifford A. Grammich 6 Options for mitigating the risk of product counterfeits: lessons from research and practice 104 Jeremy M. Wilson and Clifford A. Grammich 7 Communicating the value of brand protection through a persuasive internal communications approach 128 Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil and Jeremy M. Wilson PART IV RESOURCE ALLOCATION FOR AND MEASURING THE VALUE OF BRAND PROTECTION PROGRAMS 8 Counterfeiting and anti-counterfeiting costs: an application of cost of quality concepts 141 B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson 9 Performance measurement for brand protection: a strategic scorecard approach 159 Sean O’Hearen 10 Determining the value of brand protection programs: identifying and assessing performance metrics in brand protection 188 Jeremy M. Wilson, Clifford A. Grammich, B. William Demeré and Karen L. Sedatole PART V THE TOTAL BUSINESS SOLUTION IN PRACTICE 11 Brand protection: creating an enforcement framework for action 209 Warren MacInnis 12 Product integrity for patient safety: a Pfizer case study 218 Chanterelle Sung 13 Calculating brand protection impact 227 John Carriero 14 The never-ending brand protection conundrum 240 Vivian Vassallo PART VI TENETS OF THE TOTAL BUSINESS SOLUTION 15 Implementation of a total business solution for brand protection: core principles in theory and practice 248 Jeremy M. Wilson Index 268
