Building Your Online Brand Protection Team

As counterfeiting increasingly moves online, many companies are building dedicated teams to protect their brands in digital channels. Here's how to structure and staff an effective online brand protection operation.

Core Roles

A well-rounded team typically includes:

• Analysts: Monitor marketplaces and identify potential counterfeits
• Investigators: Conduct test purchases and gather evidence
• Enforcement Specialists: Manage takedown requests and legal actions
• Technology Leads: Implement and maintain monitoring tools
• Program Managers: Coordinate activities and report results

In-House vs. Outsourced

Some companies build entirely internal teams; others partner with specialized brand protection agencies. Many use a hybrid approach—core strategy in-house with execution support from partners.

Technology Requirements

Effective teams need access to:

• Automated marketplace monitoring platforms
• Case management systems for tracking enforcement
• Analytics tools for measuring program impact
• Integration with marketplace brand protection programs

Key Metrics

Track performance through metrics like:

• Number of counterfeit listings identified
• Takedown success rates and timelines
• Seller recidivism rates
• Impact on authorized seller sales

Continuous Improvement

Regular analysis of what's working—and what isn't—enables ongoing refinement. Counterfeiters constantly adapt, so your team must evolve too.