Brand Protection Challenges and Explications

Building a strong brand in the market is the goal of many organizations because it provides a host of benefits to a firm, including less vulnerability to competitive marketing actions, larger margins, and greater intermediary co-operation and support and brand extension opportunities.

Product counterfeiting is a form of consumer fraud: a product is sold, claiming to be something that it is not. This is different from the crime of copyright violation, which involves the unauthorized transfer of licensed material, such as the sharing of music or video files electronically.

 Product counterfeiting is typically an organized group activity, because the manufacturing of goods takes people and time, and the goal is invariably profit. Lesser goods have been passed off as high-quality merchandise since the dawn of organized commerce, but the practice has taken on new meaning and proportions in the latest wave of globalization.

With the advent of “outsourcing”, companies in developed countries are responsible for the research, design and marketing of products, while the actual manufacturing of the goods takes place in countries with a productive, yet cheaper, workforce. These manufacturing countries are also generally poorer, and so have lower capacity for oversight.

In aggregate, however, product counterfeiting poses a serious global challenge. The branding of a product provides implicit quality assurance and a legal line of accountability that consumers have come to take for granted. Without a brand to protect, counterfeiters have no incentive to produce anything but superficial quality. Where it becomes impossible to distinguish the real from the counterfeit, poor quality products destroy the reputation of the copied brand, and the cheaper goods will inevitably dominate. The ultimate threat of counterfeiting has been realized in some parts of the developing world: the original, high-quality products have been essentially priced out of the market.

GLOBAL BRAND PROTECTION INNOVATION PROGRAMME (GBPIP)

• A clear understanding of brand security hand in hand with brand development.
• Your road map to come across principle ways of combating counterfeit.
• Come across significant Brand Management Processes & Brand Implications.
• Learn the methodology for Protecting and Developing your Brand.
• Associate your organization's requirement with that of your Brand.
• Implementation of anti-counterfeit technologies and Brand development Strategies.
• Align stakeholders and build internal support for the brand.
• Learn to have a perfect Brand execution.
• Discover a series of powerful tools and activities.
• Experience the most happening conversation on forward-looking topics.
• Come across value-added information on latest Pharma counterfeiting issues.
• Observe and get to know about evolving Pharma anti-counterfeiting technologies.
• Discover how to make your brand sound and fool-proof.