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Calculating brand protection impact

In: Brand Protection and the Global Risk of Product Counterfeits

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  • John Carriero

Abstract

Among the first things that executives want to know about a brand protection program is the impact it is having. Calculating the brand protection impact (BPI) can help demonstrate the impact a program is having and its change over time. The BPI should consider units seized through ground enforcement work, units seized through factory raids, marketplace and auction site enforcement, website and domain enforcement, and restitution. This chapter illustrates how brand protection professionals can calculate values in demonstrating the conservative impact of their efforts. It also discusses non-quantitative programs, such as trainings, that can have a positive impact on brand protection programs. Finally, it provides an example of technology (smart tags) that can have an impact across a company, engaging other functions in brand protection efforts while supporting the work of those functions as well.

Suggested Citation

  • John Carriero, 2022. "Calculating brand protection impact," Chapters, in: Jeremy M. Wilson (ed.), Brand Protection and the Global Risk of Product Counterfeits, chapter 13, pages 227-239, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:19701_13
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