Building a Brand Protection Strategy from Scratch

Protecting your brand from counterfeiters requires a multi-faceted approach that combines technology, legal action, and strategic partnerships. Here's how to build a program that works.

Step 1: Assess Your Risks

Start by identifying which products are most likely to be counterfeited. High-margin, high-demand items with strong brand recognition are typical targets. Analyze where counterfeits are most likely to appear—online marketplaces, specific geographic regions, or particular sales channels.

Step 2: Implement Authentication Technology

Choose authentication solutions appropriate for your products and customers. Consumer-facing options like QR codes enable customers to verify purchases, while track-and-trace systems help monitor products through the supply chain.

Step 3: Monitor the Market

Regular monitoring of online marketplaces, social media, and physical markets is essential. Automated tools can scan for suspicious listings at scale, flagging potential counterfeits for review.

Step 4: Take Enforcement Action

Develop relationships with customs agencies, law enforcement, and marketplace platforms. When counterfeits are identified, swift enforcement action sends a message to would-be counterfeiters.

Step 5: Educate Stakeholders

Train employees, distributors, and customers to identify counterfeit products. The more eyes watching for fakes, the harder it is for counterfeiters to operate.

Measuring Success

Track key metrics like the number of counterfeits identified, enforcement actions taken, and customer complaints related to product authenticity. Regular reporting helps justify program investments and identify areas for improvement.