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Organizing for brand protection and responding to product counterfeit risk: An analysis of global firms

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  • Jeremy M Wilson

    (Center for Anti-Counterfeiting and Product Protection, School of Criminal Justice, Michigan State University)

  • Clifford Grammich
  • Fiona Chan

Abstract

Product counterfeiting represents a large, growing risk to many global firms, albeit one whose dimensions are not easily measured. While firms increasingly recognize the need to address the threat of counterfeiting, there has been little research, typically highly specific case studies, on how they do so. To advance analysis of how firms respond to product-counterfeiting issues, we interviewed representatives of 10 large global firms providing goods and services in a wide variety of industries. Our interviews covered organization for brand protection, measurement of counterfeiting and its effects, practices the organization uses for brand protection, success of brand-protection efforts and other issues related to brand-protection efforts. All these firms report a multifaceted approach to counterfeit risks. Most report multiple measures to assess prevalence and impact of counterfeit products. Programs claiming success attribute management support and adequate funding and understanding of counterfeiting problems. Respondents also agree that constant communication is a key determinant of success. Though having the shortcomings of any study with a limited sample, this work finds several common themes in brand-protection efforts, identifies several lessons for firms and identifies issues for further exploration.

Suggested Citation

  • Jeremy M Wilson & Clifford Grammich & Fiona Chan, 2016. "Organizing for brand protection and responding to product counterfeit risk: An analysis of global firms," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 345-361, May.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:3:d:10.1057_bm.2016.12
    DOI: 10.1057/bm.2016.12
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    References listed on IDEAS

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    1. Brandon A. Sullivan & Steven M. Chermak & Jeremy M. Wilson & Joshua D. Freilich, 2014. "The nexus between terrorism and product counterfeiting in the United States," Global Crime, Taylor & Francis Journals, vol. 15(3-4), pages 357-378, October.
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    4. Beasley, Mark S. & Clune, Richard & Hermanson, Dana R., 2005. "Enterprise risk management: An empirical analysis of factors associated with the extent of implementation," Journal of Accounting and Public Policy, Elsevier, vol. 24(6), pages 521-531.
    5. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, July.
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    Cited by:

    1. Wilson, Jeremy M. & Grammich, Clifford A., 2020. "Brand protection across the enterprise: Toward a total-business solution," Business Horizons, Elsevier, vol. 63(3), pages 363-376.
    2. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    3. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    4. Bian, Junsong & Zhang, Guoqing & Zhou, Guanghui, 2023. "The strategic impact of vertical integration on non-deceptive counterfeiting," International Journal of Production Economics, Elsevier, vol. 260(C).
    5. Xuemei Bian & Sadia Haque, 2020. "Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 438-451, July.
    6. Francesco Rullani & Karin Beukel & Matteo De Angelis, 2021. "Anti‐counterfeiting strategy unfolded: A closer look to the case of a large multinational manufacturer," Strategic Management Journal, Wiley Blackwell, vol. 42(11), pages 2084-2103, November.

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