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Brand owner approaches to assessing the risk of product counterfeiting


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.

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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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Correspondence to Jeremy M Wilson.

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Wilson, J., Sullivan, B. Brand owner approaches to assessing the risk of product counterfeiting. J Brand Manag 23, 327–344 (2016).

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  • counterfeit
  • trademark
  • risk
  • brand
  • measurement