The future of brand protection: responding to the global risk
Counterfeit products are a significant global risk to brands and those who hold intellectual property rights to them. They also pose significant risks to public health and safety, the economy, and even national security. Given consumer and organizational dependence on branded products, virtually eve...
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| Veröffentlicht in: | The journal of brand management 2017-05, Vol.24 (3), p.271-283 |
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| container_title | The journal of brand management |
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| creator | Wilson, Jeremy M. |
| description | Counterfeit products are a significant global risk to brands and those who hold intellectual property rights to them. They also pose significant risks to public health and safety, the economy, and even national security. Given consumer and organizational dependence on branded products, virtually everyone is vulnerable to counterfeits and has a stake in preventing, identifying, and responding to their occurrence. The multifaceted nature of product counterfeiting calls for an equally multidimensional response that is both strategic and comprehensive. This article attempts to provide some context for developing such a response. It compiles the ideas and perspectives of a diverse array of experts – including representatives of brand-owning corporations, industry associations, law enforcement agencies, private service providers, and academia – who are leaders in the global fight against product counterfeiting. In particular, it identifies and discusses critical aspects of the counterfeiting problem that need to be considered as 2020 approaches. |
| doi_str_mv | 10.1057/s41262-017-0032-x |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1350-231X |
| ispartof | The journal of brand management, 2017-05, Vol.24 (3), p.271-283 |
| issn | 1350-231X 1479-1803 |
| language | eng |
| recordid | cdi_proquest_journals_1899195970 |
| source | Springer Nature - Complete Springer Journals |
| subjects | Business and Management Counterfeiting Intellectual property Management Marketing Original Article Risk Trademarks |
| title | The future of brand protection: responding to the global risk |
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