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Communicating the value of brand protection through a persuasive internal communications approach

In: Brand Protection and the Global Risk of Product Counterfeits

Author

Listed:
  • Kami J. Silk
  • Brandon D.H. Thomas
  • Ashley Paintsil
  • Jeremy M. Wilson

Abstract

Communicating internally about the important role of brand protection and what the enterprise must do to protect itself from counterfeits is one of the greatest challenges for brand protection programs. This chapter discusses the importance of using communication effectively to create an organizational culture that values and elevates brand protection across all levels of the organization. An analysis of organizational functions and tactics that brand protection experts recommend is reviewed using a persuasive communication lens. This chapter then offers suggestions for maximizing internal communications strategies to increase the value of brand protection among organizational members.

Suggested Citation

  • Kami J. Silk & Brandon D.H. Thomas & Ashley Paintsil & Jeremy M. Wilson, 2022. "Communicating the value of brand protection through a persuasive internal communications approach," Chapters, in: Jeremy M. Wilson (ed.), Brand Protection and the Global Risk of Product Counterfeits, chapter 7, pages 128-139, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:19701_7
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