Journal of Brand Management

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

The future of brand protection: responding to the global risk

  • Jeremy M. WilsonEmail author
Original Article


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.


brand protection product counterfeiting trademark intellectual property risk 



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.


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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

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