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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

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  • Jeremy M. Wilson

Abstract

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 and promoting a culture of continuous improvement. The chapter provides specific examples from throughout the volume to illustrate the tenets, as well as specific elements within each tenet. In providing specific examples, this chapter synthesizes the information and context that the contributors offered and illustrates the interconnectedness among the tenets. As such, it demonstrates the flexibility and mutually reinforcing nature of the total business solution to brand protection.

Suggested Citation

  • Jeremy M. Wilson, 2022. "Implementation of a total business solution for brand protection: core principles in theory and practice," Chapters, in: Jeremy M. Wilson (ed.), Brand Protection and the Global Risk of Product Counterfeits, chapter 15, pages 248-267, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:19701_15
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