Journal of Brand Management

, Volume 23, Issue 3, pp 327–344 | Cite as

Brand owner approaches to assessing the risk of product counterfeiting

  • Jeremy M WilsonEmail author
  • Brandon A Sullivan
Original Article


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.


counterfeit 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.


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2016

Authors and Affiliations

  1. 1.Center for Anti-Counterfeiting and Product Protection, School of Criminal Justice, Michigan State UniversityEast LansingUSA

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