Brand Protection and the Global Risk of Product Counterfeits
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Brand Protection and the Global Risk of Product Counterfeits

A Total Business Solution Approach

9781839105814 Edward Elgar Publishing
Edited by Jeremy M. Wilson,Professor, School of Criminal Justice, Michigan State University, US
Publication Date: 2022 ISBN: 978 1 83910 581 4 Extent: 304 pp
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.

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Critical Acclaim
Contributors
Contents
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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 to 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 to 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 to develop a roadmap for establishing a robust brand protection program and to take their existing brand protection to the next level of effectiveness and efficiency. 
Critical Acclaim
‘The book offers a detailed range of actionable strategies and suggests alternatives to traditional approaches, making it an important read for those in the brand protection space.’
– Trevor Little, World Trade Review

‘Just got my copy of Jeremy Wilson's book Brand Protection and the Global Risk of Product Counterfeits. I'm only two chapters in and already I am thrilled! It's the brand protection book I've been waiting for my whole career. Once done I'll write up a full review, but I wanted to take a quick moment to encourage all brand protection professionals to grab a copy right now – you won't be disappointed.’
– William Mansfield, ABRO Industries, Inc. and University of Saint Francis, US

‘I wish I had this book when I first started in brand protection. Back then, I was in learning mode and constantly seeking sources to inform my strategy and approach. What I found was that there wasn’t a lot of practical information readily available about how to combat the problem of illicit trade. With this volume, Jeremy and his cast of expert contributors have helped to fill this gap in practical knowledge in the field. They’ve laid out a very prescriptive approach about how to build a comprehensive, end-to-end solution—or “total business solution”—to brand infringement. This book provides an excellent foundation and reference for practitioners and decision makers about what it takes to protect your patients, customers, brands, and business from bad actors in the marketplace.’
– Richard Kaeser, Johnson & Johnson, US
Contributors
Contributors include: John Carriero, Peggy E. Chaudhry, B. William Demeré, Clifford A. Grammich, Richard Kaeser, Warren MacInnis, Sean O’Hearen, Ashley Paintsil, John Reiners, Karen L. Sedatole, Kami J. Silk, Chanterelle Sung, Brandon H. Thomas, Vivian Vassallo, Jeremy M. Wilson
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
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