Chapter 1 The brand protectors dilemma and the total business solution
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Brand protection practitioners struggle with several common questions. These include the nature of the risk, its size, articulating the need for resources to address it, effectively allocating these resources, and demonstrating the value of a brand protection program. Little systematic research has been available to help practitioners address these questions. This volume reviews the principles of a total business solution for brand protection and means for implementing it. Its chapters on assessing the nature of product counterfeit risk discuss how to build a brand protection program, apply standards to it, and understand consumer motivations to buy counterfeit. Its chapters on mitigating the risk of counterfeit products discuss specific tactics that practitioners might use and how to communicate the value of them. Its chapters on resource allocation and value measurement discuss specific methods and scorecards for assessing programs. Several case studies provide insight on the total business solution in practice.

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