Brand owner approaches to assessing the risk of product counterfeiting
- 231 Downloads
Product counterfeiting is an ongoing problem whose complexity makes it difficult to be assessed. Although many organizations have estimated its extent, their measurements often have methodological shortcomings. Brand owners are working with industry organizations to improve these measurements. In this study, we use interviews with brand owners in various industries to identify practices and challenges for measuring the extent of product counterfeiting.
Keywordscounterfeit trademark risk brand measurement
The authors would like to thank Meghan Hollis for her assistance in the collection of data for this project. This research was supported by awards from Qualcomm and the Qualcomm Foundation. The ideas expressed herein are those of the authors and do not necessarily represent the opinions of Qualcomm nor the Qualcomm Foundation.
- Abbott, G. and Sporn, L. (2002) Trademark Counterfeiting. New York: Aspen Publishers.Google Scholar
- BASCAP (2011) Estimating the global economic and social impacts of counterfeiting and piracy: A report commissioned by business action to stop counterfeiting and piracy, http://www.iccwbo.org/Advocacy-Codes-and-Rules/BASCAP/BASCAP-Research/Economic-impact/Global-Impacts-Study/, accessed 4 December 2015.
- Brigham, A.F. and Linssen, S. (2010) Your brand reputational value is irreplaceable. Protect it! Forbes, 1 Februrary, http://www.forbes.com/2010/02/01/brand-reputation-value-leadership-managing-ethisphere.html, accessed 4 December 2015.
- Centre for Economics and Business Research (2002) Counting counterfeits: Defining a method to collect, analyse and compare data on counterfeiting and piracy in the single market. 15 July, http://ec.europa.eu/internal_market/indprop/docs/piracy/final-report-cebr_en.pdf, accessed 4 December 2015.
- Chaudhry, P. and Zimmerman, A. (2009) The Economics of Counterfeit Trade: Governments, Consumers, Pirates and Intellectual Property Right. Heidelberg, Germany: Springer-Verlag.Google Scholar
- Counterfeiting Intelligence Bureau (CIB) (1997) Countering Counterfeiting. A Guide to Protecting & Enforcing Intellectual Property Rights. London: International Chamber of Commerce (ICC).Google Scholar
- Deloitte (2007) Supply chain’s last straw: A vicious cycle of risk, http://www.csrchina.net/UserFiles/File/commentary/0909/us_consulting_suppchain_wp_090107.pdf, accessed 4 December 2015.
- Dreyfus, D.M., Heinonen, J.A. and Kinghorn, R. (2013) A supply chain management perspective on mitigating the risks of counterfeit products. A‐CAPP Backgrounder Series, Center for Anti-Counterfeiting and Product Protection, Michigan State University, http://a-capp.msu.edu/sites/default/files/Supply%20Chain%20Bgrounder_V8_FINAL.pdf, accessed 4 December 2015.
- Heinonen, J.A., Spink, J. and Wilson, J.M. (2014) When crime events defy classification: The case of product counterfeiting as white-collar crime. Security Journal. advance online publication 19 May doi:10.1057/sj.2014.18.Google Scholar
- Hopkins, D.M., Kontnik, L.T. and Turnage, M.T. (2003) Counterfeiting Exposed: Protecting Your Brand and Customers. Hoboken, NJ: John Wiley & Sons.Google Scholar
- IACC (2005) The negative consequences of international intellectual property theft, http://www.iccwbo.org/Data/Documents/Bascap/Why-enforce/Links-to-organized-crime/The-Negative-Consequences-of-International-Intellectual-Property-Theft/, accessed 15 March 2016.
- Institute of Management Accountants (2014) Unrecognized intangible assets: Identification, management, and reporting, http://www.imanet.org/docs/default-source/thought_leadership/management_control_systems/unrecognized_intangible_assets.pdf?sfvrsn=2, accessed 4 December 2015.
- Kavilanz, P.B. (2007) Lax oversight, globalization erode product safety. CNN Money, 14 June, http://money.cnn.com/2007/06/14/news/economy/supplychain_risk/, accessed 4 December 2015.
- Kotler, P. and Pfoertsch, W. (2006) B2B Brand Management. Berlin, Germany: Springer.Google Scholar
- Murray, B. (2004) Defending the Brand: Aggressive Strategies for Protecting your Brand in the Online Arena. New York: Amacom.Google Scholar
- NW3C (2004) Intellectual Property and White-Collar Crime: Report of Issues, Trends, and Problems for Future Research. Washington DC: National White Collar Crime Center.Google Scholar
- Organization for Economic Co-Operation and Development (OECD) (2008) The economic impact of counterfeiting and piracy, http://www.oecd.org/sti/38707619.pdf/, accessed 4 December 2015.
- Stern, P. (1985) Remarks on Foreign Product Counterfeiting at the National Conference on Counterfeiting. Washington DC: Vital Speeches of the Day LI(22): 675.Google Scholar
- U.S. Federal Bureau of Investigation (FBI) (2005) Financial crimes report to the public: Fiscal year 2005 (1 October 2004–30 September 2005), https://www.fbi.gov/stats-services/publications/fcs_report2005/financial-crimes-report-to-the-public-2005-pdf, accessed 4 December 2015.
- U.S. Government Accountability Office (GAO) (2010) Intellectual property: Observations on efforts to quantify the economic effects of counterfeit and pirated goods, http://www.gao.gov/new.items/d10423.pdf, accessed 4 December 2015.
- U.S. International Trade Commission (ITC) (1984) The Effects of Foreign Product Counterfeiting on US Industry. Washington DC.Google Scholar
- U.S. International Trade Commission (ITC) (1988) Foreign Protection of Intellectual Property Rights and the Effect on US Industry and Trade. Washington DC.Google Scholar
- Underwriters Laboratories (UL) (2011) Mitigating the risk of counterfeit products, http://library.ul.com/wp-content/uploads/sites/40/2015/02/UL_WP_Draft_Mitigating-the-Risk-of-Counterfeit-Products_2011_v7.pdf, accessed 4 December 2015.
- Wald, J. and Holleran, J. (2007) Counterfeit products and faulty supply chain. Risk Management 54 (4): 58–62.Google Scholar
- Waring, A. (2013) Corporate Risk and Governance: An End to Mismanagement, Tunnel Vision and Quackery. Farnham, UK: Gower.Google Scholar
- Wilson, J.M. (2015) Brand protection 2020: Perspectives on the issues shaping the global risk and response to product counterfeiting. Center for Anti-Counterfeiting and Product Protection (A-CAPP) Paper Series, Michigan State University, http://a-capp.msu.edu/sites/default/files/BP2020_FINAL.pdf, accessed 4 December 2015.
- Wilson, J.M. and Kinghorn, R. (2014) Training for brand protection: What your team needs to know. Global Edge Business Review 8 (5): 1–3.Google Scholar
- Wilson, J.M. and Kinghorn, R. (2015) The global risk of product counterfeiting: Facilitators of the criminal opportunity. A-CAPP Backgrounder Series, Center for Anti-Counterfeiting and Product Protection (A-CAPP), http://a-capp.msu.edu/sites/default/files/publications/PC_Opportunity_Backgrounder_FINAL.pdf, accessed 4 December 2015.
- World Economic Forum (2003) Corporate brand reputation outranks financial performance as most important measure of success, http://web.worldbank.org/archive/website00818/WEB/OTHER/CORPORAT.HTM, accessed 4 December 2015.