Brand Protection

Imagine you're the proud owner of a successful start-up, selling ground-breaking products. You've spent sleepless nights brainstorming, refining and creating your brand's identity. And your brand is recognized globally. But what happens when counterfeiters start copying your logo and your products or worse, tarnishing your brand's reputation?

Still not convinced? Type your brand's name on any search engine or online marketplace, chances are you will encounter a few knockoffs of your brand.

This is where brand protection enters the stage. In the dynamic and ever-evolving world of business, where competition is fierce and information travels at the speed of light, protecting your brand and supply chain has never been more crucial.

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What is Brand Protection?

Brand protection is the strategy a company employs to protect its intellectual property from unauthorized usage. This helps you to protect your brand's offline and online reputation, customer trust and market standing. It is estimated that the global economic value of the counterfeiting market could reach a mind-boggling $4 trillion by 2023. Underlying the need for the brand to be safeguarded against counterfeit threats. Brand protection encompasses a wide range of activities aimed at maintaining the integrity of a brand and ensuring that it remains a valuable asset for the company.

Brand Reputation: A Critical Factor for Long-Term Success

​Brand reputation is the collective perception and opinion that consumers, stakeholders, and the general public hold about a company or its products. It's a valuable intangible asset that can significantly impact a business's long-term success. Counterfeits can damage that. A damaged reputation results in lost sales, decreased valuation and difficulty in recovering market position.

Why is Brand Protection important in 2024?

Counterfeiting has been threatening the economy for decades but never like today. And it is important to know the reasons for it. 

1. Digital Proliferation

The digital age has transformed the way businesses operate. E-commerce marketplaces have become the new avenue for shopping. It's easier for counterfeiters and infringers to exploit brand assets, making brand protection vital. Counterfeit products on online marketplaces have seen a significant increase in recent years, damaging the reputation of not just big names like Apple, Nike and Louis Vuitton but even small-scale startups and d2c brands.  It is also notable that the EU has implemented the Digital Services Act (DSA) to improve the transparency and accountability of online marketplaces and VLOPs. Having proper transparency reports and quick action against counterfeiters and frauds, protecting customer interest is becoming a mandate for brands and platforms alike. 

2. Globalization

The global marketplace has expanded, leading to more opportunities but also more risks. Brands need to protect their identity internationally as counterfeiting and brand abuse often transcend borders. A study by the International Chamber of Commerce states that counterfeiting costs the global economy over 500 billion annually, impacting various industries.

3. Social Media Influence

Social media platforms have become a double-edged sword. While they offer excellent marketing opportunities, they also expose brands to the risk of negative publicity, copycats, misinformation and infringement. The impersonators on social media platforms have led to reputational damage for various brands, including those in the pharmaceutical and tech industries.

4. Technological Advancements

​Emerging technologies like artificial intelligence and deepfake technology are used to create convincing brand impersonations. Staying ahead of these technological advancements is crucial for brand protection. These AI software can imitate the exact designs and brand style and deepfake videos can manipulate a brand's spokesperson, potentially leading to misinformation or fraudulent endorsements.

brand protection

Types of Brand Threats

To effectively protect your brand, you need to be aware of the different types of threats it can face. These threats can be categorized into the following:

1. Counterfeiting and Piracy

Counterfeit products and pirated content can erode consumer trust, damage your brand's reputation and lead to financial losses. Rolex has been battling counterfeit watches for years, with convincing imitations flooding the market. The worst part is that technological advancement has made it possible for the fake counterparts to become so identical and in-differentiative that, normal consumers are not even aware that they are buying counterfeits. 

2. Intellectual Property Theft

Theft of intellectual property, including patents, copyrights and trade secrets results in lost revenue and deferred innovations. Unauthorised use of your brand's trademarks, logos or slogans can confuse consumers and dilute your brand's uniqueness. When customers buy fake products because your brand name was on them and when the experience goes south the blame will automatically fall on you. Starbucks has been facing the same threat for so long that it had to take legal action against countless coffee shops using similar logos and names. 

3. Online Brand Abuse

Misuse of your brand's online presence, including domain squatting, phishing and cybersquatting, can misdirect traffic and tarnish your brand's reputation. One of the prime examples is Disney facing constant challenges with domain squatters trying to profit from its brand by hosting misleading websites. These fake domains try to extract personal information and banking details from unsuspecting users and the consequences of such actions can amount to huge losses for the users and the brands as well. 

Brand Security Practices

​Brand security includes the strategies and measures a company employs to protect its brand identity, reputation and intellectual property from threats of counterfeiting and brand abuse; online and offline. Effective brand security requires a comprehensive strategy that combines proactive measures. Let's delve into effective anti-counterfeit solutions to safeguard your brand in 2024:

1. Intellectual Property Protection and Monitoring. 

Protect your intellectual property with patents, copyrights and trade secrets. This helps safeguard your innovations and creative works. Coca-Cola keeps its signature soda recipe a closely guarded trade secret. Trademark registration provides legal protection against unauthorised use of your brand elements.  Apple is one of the companies that has stringent IP rules and enforcement practices.  Regularly monitor trademarks to identify potential infringements promptly. Nike's iconic "Swoosh" logo is a registered trademark, allowing the company to take legal action against imitators. According to the World Intellectual Property Organization (WIPO), global trademark applications reached 18.1 million in 2019 and 3.4 million in patent registrations.

2. Anti-Counterfeiting Technologies

Invest in counterfeit detection solutions like QR codes, NFC tags, and blockchain to help customers authenticate products effortlessly. By implementing these technologies, brands can deter counterfeiters and ensure product integrity. 

Brands have become more open to adopting anti-counterfeit solutions today, incorporating QR labels into their products. This helps the customers to easily identify the original products and have an effective way to verify the authenticity without sweating much. 

Added with a track-and-trace solution, enhances your supply chain visibility with real-time data analytics and increased security. FMCG giant Unilever has implemented blockchain-based supply chain traceability for following ethical sourcing of raw materials and better visibility into the product lifecycle. 

Learn how to build an anti-counterfeiting strategy for your organisation.

3. Online Monitoring

Comprehensive online brand monitoring is essential in today’s marketplace. Solutions like Truviss use AI and machine learning to track e-commerce platforms, websites, and social media for instances of brand abuse, swiftly identifying and removing threats.

Brands should take a phygital approach to cover the physical and digital marketplaces to ensure complete security for customers. Utilize online brand protection tools to monitor the internet and social media channels to identify brand abuse and take swift action against domain squatters, phishers and infringing content.  Solutions such as Truviss, which employs Artificial Intelligence and Machine learning will actively monitor e-commerce marketplaces, domains, apps and social media spaces to find infringements or online abuse of your name and instantly remove counterfeits and other threats to your brand. 

Also, engage with consumers to address concerns promptly. Wendy's famously uses its Twitter account to engage with customers, turning potential PR crises into positive interactions. 

Brand Protection

Legal enforcement is one of the best solutions to put an end to counterfeit worries. It represents your willingness to fight for your customer's safety and society's betterment. Louis Vuitton has a history of taking legal action against companies producing counterfeit products. When necessary, take legal action against infringers to protect your brand's rights and send a clear message that brand abuse will not be tolerated. 

5. Education and Training

Educate your employees and partners about the importance of brand protection and how they can safeguard the brand's integrity. Moreover, educate your customers on how to identify fake products and how to report them. Customers are your most important allies, and having them equipped can get you to heights. 

How to Check Brand Protection Solution?

Brand Protection strategies are an investment that can get expensive depending on your requirements. It is critical for you to thoroughly understand and make informed decision while choosing the brand protection service provider. So what are the factors you should look for before jumping in?

1. Scalability

As your brand grows, you will expand to different geographies, often outside national borders. Make sure your brand protection provider can accommodate the rising demands and does not choke up. A provider that fails to live up to the demand can create numerous troubles in your expansion. 

2. Integration

Implementing brand protection solutions requires a lot of technical assistance. Choose services that can integrate with your existing supply chain systems. This way you can reduce the dependency on the providers and their interventions in your operations, minimising time and cost. 

3. ROI 

An experienced brand protection provider would have a clear understanding of your problems and the solution required. They can demonstrate the strategy needed and the returns you could attain from implementation. So check if the service provider can offer any insight on the ROI of implementing the solution. 

4. Efficiency

A proper anti-counterfeiting solution or a brand protection tool should be able to identify and eliminate infringers without delay or too much hassle. Check the success rate and accuracy rate of their counterfeit detection and the possible period in taking down the infringed products from online or offline marketplaces. 

Must Read: How Technology Powers Modern Brand Protection

2024 is going to be a big year for the brand protection field. With innovations from 2023 expected to expand and be implemented globally, here are 4 brand protection trends you should look out for in 2024. 

  • AI and Automation: AI is revolutionizing brand protection by analyzing vast amounts of data to identify threats like online scams and counterfeit products. This allows brands to shift from reacting to threats to proactively safeguarding their reputation.

  • Customer Engagement: Building trust and loyalty with customers is crucial. When customers feel connected to a brand, they're more likely to report suspicious activity, acting as a first line of defence against fraud.

  • The Metaverse: The metaverse presents new challenges. Brands need to protect their identity, intellectual property and customer data in these virtual spaces. Strategies should include access control, community moderation, and robust enforcement of intellectual property rights.

  • Supply Chain Traceability: Counterfeiting isn't just online. Over 60% of organisations have not implemented technology to monitor their supply chain. Blockchain-powered solutions like Origin create a transparent and tamper-proof record of product movement and ownership.

Get your brand's online presence safeguarded before it is too late

Not an option but a priority!

Brand protection is not an option; it's a necessity in the competitive and interconnected business landscape of 2023. Failing to protect your brand can result in financial losses, reputational damage and a loss of consumer trust. 

Trademark, copyright, patent, domain name, social media and marketplace enforcement are all tools at your disposal. Remember, the strength of your brand is only as secure as the protections you put in place.

Learning the market and your position can ensure your brand remains a valuable asset that drives your company's success. In this digital age, where information travels faster than ever, proactive brand protection is the only way to preserve your brand's reputation and value.

Key Takeaways

  • Brand Protection is Essential: In today’s competitive and digital-first landscape, brand protection is no longer optional. It is crucial to safeguard brand integrity, reputation, and consumer trust.
  • Main Threats to Brands: From counterfeiting and intellectual property theft to online brand abuse, brands face various threats that can erode consumer trust and financial stability.
  • Recommended Practices: Effective brand protection includes strategies like intellectual property protection, implementing anti-counterfeiting technologies, online monitoring, and taking legal action when necessary.

Acviss Case Studies

  1. Case Study 1: Counterfeit Detection
    A global FMCG brand experienced significant counterfeit issues in emerging markets, with products mimicking their packaging and logo. Acviss implemented a QR-code-based solution that allowed customers to authenticate products at the point of purchase. This not only protected the brand but also increased customer engagement as users received instant validation.

  2. Case Study 2: Online Brand Monitoring
    A consumer electronics brand noticed that fake websites were mimicking their online store, misleading customers and causing reputational damage. Acviss deployed its online brand monitoring solution, Truviss, which uses AI to identify and take down counterfeit websites. Within a few months, instances of online brand abuse significantly decreased, protecting both the brand’s reputation and its customer base.

Acviss, alongside other leading solutions, offers powerful tools to protect your brand’s reputation. Reach out for a demo to see how Acviss can strengthen your brand protection strategy and enhance your brand’s trust among customers.