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The future of brand protection: responding to the global risk

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  • Jeremy M. Wilson

    (Michigan State University)

Abstract

Counterfeit products are a significant global risk to brands and those who hold intellectual property rights to them. They also pose significant risks to public health and safety, the economy, and even national security. Given consumer and organizational dependence on branded products, virtually everyone is vulnerable to counterfeits and has a stake in preventing, identifying, and responding to their occurrence. The multifaceted nature of product counterfeiting calls for an equally multidimensional response that is both strategic and comprehensive. This article attempts to provide some context for developing such a response. It compiles the ideas and perspectives of a diverse array of experts – including representatives of brand-owning corporations, industry associations, law enforcement agencies, private service providers, and academia – who are leaders in the global fight against product counterfeiting. In particular, it identifies and discusses critical aspects of the counterfeiting problem that need to be considered as 2020 approaches.

Suggested Citation

  • Jeremy M. Wilson, 2017. "The future of brand protection: responding to the global risk," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 271-283, May.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:3:d:10.1057_s41262-017-0032-x
    DOI: 10.1057/s41262-017-0032-x
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    References listed on IDEAS

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    1. Brandon A. Sullivan & Steven M. Chermak & Jeremy M. Wilson & Joshua D. Freilich, 2014. "The nexus between terrorism and product counterfeiting in the United States," Global Crime, Taylor & Francis Journals, vol. 15(3-4), pages 357-378, October.
    2. Cagliuso Sr. Nicholas V, 2005. "The Risks of Terrorism," Journal of Homeland Security and Emergency Management, De Gruyter, vol. 2(2), pages 1-7, June.
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    Cited by:

    1. Hasan Dinçer & Serhat Yüksel & Seçil Şenel, 2018. "Analyzing the Global Risks for the Financial Crisis after the Great Depression Using Comparative Hybrid Hesitant Fuzzy Decision-Making Models: Policy Recommendations for Sustainable Economic Growth," Sustainability, MDPI, vol. 10(9), pages 1-15, September.
    2. Wilson, Jeremy M. & Grammich, Clifford A., 2020. "Brand protection across the enterprise: Toward a total-business solution," Business Horizons, Elsevier, vol. 63(3), pages 363-376.
    3. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    4. Xuemei Bian & Sadia Haque, 2020. "Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 438-451, July.
    5. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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