Full Description
Product counterfeits and other brand infringements represent a growing and substantial risk to firms, consumers, and society. While policing such illicit activity is important, there is much that firms can do to protect themselves and their customers. Grounded in field research and practice, this book presents a total business solution approach to brand protection that enables firms to prevent infringement from occurring and respond efficiently when it does.
This total business solution provides a framework for building and advancing brand protection programs that are strategic, comprehensive, and evidence based. Coupling perspectives and illustrations from several academic disciplines and industries, this book serves as a road map or blueprint for companies to develop and implement a proactive strategy to protect their brands. It serves as a guide to help firms continuously learn, innovate, and efficiently allocate resources in a way that maximizes brand protection performance.
Graduate and executive education programs and scholars in business, law and criminal justice will benefit from adopting Brand Protection and the Global Risk of Product Counterfeits as course reading, research or a valued addition to their personal library. Brand protection practitioners in firms large and small, working in brand protection, security, supply chain, legal, quality assurance, packaging, C-suite, marketing, sales, and related areas will find this book essential in helping them develop a roadmap for establishing a robust brand protection program and take their existing brand protection to the next level of effectiveness and efficiency.
Contents
Contents:
Foreword by Richard Kaeser xiv
Preface xvii
PART I INTRODUCTION TO BRAND PROTECTION AND
THE GLOBAL RISK OF PRODUCT COUNTERFEITS
1 The brand protector's dilemma and the total business solution 2
Jeremy M. Wilson
PART II ASSESSING THE NATURE OF PRODUCT
COUNTERFEIT RISK
2 Building and optimizing a brand protection program:
a total business solution model 19
Jeremy M. Wilson and Clifford A. Grammich
3 Risk management and risk assessment for brand protection 37
Sean O'Hearen
4 Combatting illicit trade: understanding consumer motivations 59
Peggy E. Chaudhry and John Reiners
PART III MITIGATING THE RISK OF COUNTERFEIT
PRODUCTS
5 Brand protection and organizational silos: integrating
tactics and firm functions in the fight against counterfeits 78
Jeremy M. Wilson and Clifford A. Grammich
6 Options for mitigating the risk of product counterfeits:
lessons from research and practice 104
Jeremy M. Wilson and Clifford A. Grammich
7 Communicating the value of brand protection through
a persuasive internal communications approach 128
Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil and
Jeremy M. Wilson
PART IV RESOURCE ALLOCATION FOR AND
MEASURING THE VALUE OF BRAND
PROTECTION PROGRAMS
8 Counterfeiting and anti-counterfeiting costs: an application
of cost of quality concepts 141
B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson
9 Performance measurement for brand protection: a strategic
scorecard approach 159
Sean O'Hearen
10 Determining the value of brand protection programs:
identifying and assessing performance metrics in brand
protection 188
Jeremy M. Wilson, Clifford A. Grammich, B. William
Demeré and Karen L. Sedatole
PART V THE TOTAL BUSINESS SOLUTION IN PRACTICE
11 Brand protection: creating an enforcement framework
for action 209
Warren MacInnis
12 Product integrity for patient safety: a Pfizer case study 218
Chanterelle Sung
13 Calculating brand protection impact 227
John Carriero
14 The never-ending brand protection conundrum 240
Vivian Vassallo
PART VI TENETS OF THE TOTAL BUSINESS SOLUTION
15 Implementation of a total business solution for brand
protection: core principles in theory and practice 248
Jeremy M. Wilson
Index 268
