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The never-ending brand protection conundrum

In: Brand Protection and the Global Risk of Product Counterfeits

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  • Vivian Vassallo

Abstract

There is no single set of rules that organizations should pursue in brand protection. Rather, different organizations may require different skills. Brand protection practitioners may also learn from each other over time. Within an organization, brand protection teams should position themselves so as to make brand protection everyone's problem to address. Brand protection practitioners may also find they need to balance enforcement efforts, focusing on areas where they are more likely to have success. While processes can be important to brand protection efforts, focusing too much on processes can force brand protection teams to miss outlying cases. Brand protection practitioners can also develop insights by relying on other functions of the firm to provide information about brand protection issues and cases. Data and analysis over time can also help brand protection teams identify new insights on issues and cases.

Suggested Citation

  • Vivian Vassallo, 2022. "The never-ending brand protection conundrum," Chapters, in: Jeremy M. Wilson (ed.), Brand Protection and the Global Risk of Product Counterfeits, chapter 14, pages 240-246, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:19701_14
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