Building and optimizing a brand protection program: a total business solution model

Though the value of their brands is among their most valuable assets, firms may have little in place for brand protection. Those that do have brand protection programs in place often rely on reactive actions rather than including strategies for prevention as well. This chapter introduces the elements of a total business solution program model for a brand protection program. This model goes beyond initial reaction to a brand protection problem and describes a proactive solution. Its elements include problem recognition, risk assessment, strategy development, strategy implementation, performance measurement, and assessment. In assessing risks, it focuses on where the threat, vulnerability, and consequence of counterfeiting are highest to a firm. Each element of the total business solution program model builds on and informs the others. No element of the program is by itself sufficient. Together, however, they can help reduce the opportunity that counterfeiters may see in a firm's products.