Journal of Brand Management

, Volume 24, Issue 3, pp 271–283 | Cite as

The future of brand protection: responding to the global risk

Original Article

Abstract

Counterfeit products are a significant global risk to brands and those who hold intellectual property rights to them. They also pose significant risks to public health and safety, the economy, and even national security. Given consumer and organizational dependence on branded products, virtually everyone is vulnerable to counterfeits and has a stake in preventing, identifying, and responding to their occurrence. The multifaceted nature of product counterfeiting calls for an equally multidimensional response that is both strategic and comprehensive. This article attempts to provide some context for developing such a response. It compiles the ideas and perspectives of a diverse array of experts – including representatives of brand-owning corporations, industry associations, law enforcement agencies, private service providers, and academia – who are leaders in the global fight against product counterfeiting. In particular, it identifies and discusses critical aspects of the counterfeiting problem that need to be considered as 2020 approaches.

Keywords

brand protection product counterfeiting trademark intellectual property risk 

Notes

Acknowledgements

This research was supported by Underwriters Laboratories. The ideas expressed herein are those of the authors and do not necessarily represent the opinions of Underwriters Laboratories.

References

  1. Abbott, G. and Sporn, L. (2002) Trademark Counterfeiting. New York: Aspen.Google Scholar
  2. Berg, B.L. (2007) Qualitative Research Methods for the Social Sciences. Boston: Pearson Allyn & Bacon.Google Scholar
  3. Business Action to Stop Counterfeiting and Piracy (BASCAP) (2011) Estimating the Global Economic and Social Impacts of Counterfeiting and Piracy. London: Frontier Economics.Google Scholar
  4. Chaudry, P. and Zimmerman, A. (2009) The Economics of Counterfeit Trade: Governments, Pirates and Intellectual Property Rights. Heidelberg, Germany: Springer-Verlag.Google Scholar
  5. Chermak, S.M., Bringuel, A.D., Freilich, J.D. and Shearer, J.K. (2010) Terrorism and counterfeiting: A synopsis of critical issues and research opportunities. In: A. Bringuel, J.C. Janowicz, A.C. Valida and E.F. Reid (eds.) Terrorism Research and Analysis Project (TRAP) Volume I: A Collection of Research Ideas, Thoughts and Perspectives. Washington, DC: Government Printing Office, pp. 149–187.Google Scholar
  6. Government Accountability Office (GAO) (2010) Intellectual property: Observations on efforts to quantify the economic effects of counterfeit and pirated goods. Washington, DC. http://www.gao.gov/products/GAO-10-423, accessed 25 November 2015.
  7. Haimes, Y.Y. (2004) Risk Modeling, Assessment, and Management. Hoboken, NJ: Wiley-Interscience.CrossRefGoogle Scholar
  8. Holsti, O.R. (1968) Content analysis. In: G. Lindzey and E. Aaronson (eds.) The Handbook of Social Psychology. Reading, MA: Addison-Wesley, pp. 596–692.Google Scholar
  9. LaTourrette, T., Howell, D.R., Mosher, D.E. and MacDonald, J. (2006) Reducing Terrorism Risk at Shopping Centers: An Analysis of Potential Security Options. Santa Monica, CA: RAND Corporation, TR-401.Google Scholar
  10. Paté-Cornell, M.E. (2005, January 15) Risks of terrorist attacks: Probabilistic assessment and use of intelligence information. Presented at Symposium on Terrorism Risk Analysis, University of Southern California, Los Angeles, CA.Google Scholar
  11. Stevens, D., Hamilton, T., Schaffer, M., Dunham-Scott, D., Medby, J. J., Chan, E.W., Gibson, J., Eisman, M., Mesic, R., Kelley, C.T. Jr., Kim, J., LaTourrette, T. and Riley, K.J. (2006) Implementing Security Improvement Options at Los Angeles International Airport. Santa Monica, CA: RAND Corporation, DB-499-1-LAWA.Google Scholar
  12. Sullivan, B.A. and Chermak, S.M. (2013) Product counterfeiting and the media: examining news sources used in the construction of product counterfeiting as a social problem. International Journal of Comparative and Applied Criminal Justice 37: 295–316.CrossRefGoogle Scholar
  13. Sullivan, B.A., Chermak, S.M., Wilson, J.M. and Freilich, J.D. (2014) The nexus between terrorism and product counterfeiting in the United States. Global Crime 15: 357–378.CrossRefGoogle Scholar
  14. Willis, H.H., Morral, A.R., Kelly, T.K. and Medby, J.J. (2005) Estimating Terrorism Risk. Santa Monica, CA: RAND Corporation, MG-388-RC.Google Scholar
  15. Wilson, J.M., Jackson, B., Eisman, M., Steinberg, P. and Riley, K.J. (2007) Securing America’s Passenger Rail Systems. Santa Monica, CA: RAND Corporation, MG-705-NIJ.Google Scholar
  16. Wilson, J.M. and Kinghorn, R. (2015) The global risk of product counterfeiting: facilitators of the criminal opportunity, Center for Anti-Counterfeiting and Product Protection Backgrounder Series, Michigan State University, East Lansing, MI, http://a-capp.msu.edu/sites/default/files/PC_Opportunity_Backgrounder_02.18.15FINAL.pdf, accessed 25 November 2015.

Copyright information

© Macmillan Publishers Ltd 2017

Authors and Affiliations

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

Personalised recommendations