Guidelines

With this book we have sought to improve practical understanding of the counterfeit market. We have introduced a set of tools to determine the volume of illicit trade, discussed the implications for brand owners and licit manufacturers, and described how successful companies respond to trademark infringements. Moreover, we have identified a set of generic strategies that illicit producers tend to follow and outlined the underlying business rational as well as the corresponding investment-risk-return considerations. The supply-side investigations revealed specific strengths and weaknesses with respect to susceptibility to seizures, access to capital and labor, prospects of future growth and risks for those who run and finance the illicit venture. Together with insights into the shipment and distribution tactics and a good understanding of consumer demand and awareness, it becomes possible to develop brand-, product-, and market-specific anti-counterfeiting strategies that can effectively reduce trademark infringements. The following guidelines highlight what brand owners should do to protect their assets and safeguard their customers.