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PROTECTION FROM BRAND INFECTION

Marketing's Fight Against Fakes, Fraud and Infringements
A Secure the Trust of Your Brand Authority Leadership Program
Secure the Trust of Your Brand

Extending the conversations started in the CMO Council's Secure the Trust of Your Brand initiative, Protection from Brand Infection, a new strategic interest study, will focus on enterprise brand protection and take a deep dive into the brand image and integrity issues and implications of online counterfeit sales, gray market knock-offs, phishing attacks, cyber squatting, email scams, online brand and trademark abuse, domain kiting, pay-per-click fraud, copyright and patent infringements, as well as product piracy and fakes.

Protection from Brand Infection will determine the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks. It will also quantify the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners. Through both enterprise and consumer research, the program will identify and promote best practices for pre-empting digital and/or physical counterfeiting and containing or mitigating the resulting damage to bruised or battered brands while engaging in conversations with leading global marketers about the strategies and effectiveness of resources, solutions, and services being employed in the both the detection and protection of brand infection worldwide.

Complete program description and objectives (PDF) »

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SPONSORS

MarkMonitor MarkMonitor is the only company offering comprehensive, end-to-end solutions that enable an enterprise to both establish and defend their brands against multiple online risks. As the leading global provider of brand protection for the enterprise, MarkMonitor offers solutions that safeguard brands, reputations and revenues from ever-evolving online risks. The company's exclusive access to data, combined with its real-time prevention, detection and response capabilities, provides a more secure Internet for enterprises as well as their customers. www.markmonitor.com

FACULTY LEADERSHIP COMMITTEE

  • Daniel C. K. Chow • Joseph S. Platt-Porter Wright Morris & Arthur Professor of Law, Ohio State University College of Law
  • Trevor Choy • Intellectual Property Attorney
  • Heather McDonald • Partner, Baker Hostetler
  • Michael D. Manson • Partner, Smart & Biggar
  • Mark Partridge • Adjunct Professor, John Marshall Law School and Partner, Pattishall, McAuliffe, Newbury, Hilliard & Geraldson
  • Lynn B. Upshaw • Principal, Upshaw Marketing and MBA Marketing Faculty, Haas School of Business/UC Berkeley
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PARTNERS

IIPI The International Intellectual Property Institute (IIPI) is a not-for-profit 501(c)(3) corporation located in Washington, DC. As an international development organization and think tank, IIPI is dedicated to increasing awareness and understanding of the use of intellectual property as a tool for economic growth, particularly in developing countries. Since 1998 the Institute has been engaged in a wide range of activities both abroad and within the United States, including critical research, public education, policy and training workshops, technical assistance, institution building and consultative services. www.iipi.org
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FACTS & STATS

Fake goods are estimated to cost legitimate businesses up to $250 billion in yearly sales and impact public safety, structural and operational integrity, product quality, financial performance, customer trust and confidence, channel and supplier relationships, and global trading partnerships. Industries most frequently impacted in both the online and offline world include consumer electronics, software, Internet retailing, pharmaceuticals, financial services, wireless communications, footwear, apparel, sports equipment, luxury goods, cosmetics and toiletries, entertainment, and even consumer durables, agricultural products and hard goods. Visit the pages listed below for more information.

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NEWS & ALERTS

More news »

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RESOURCES

Whitepapers

Video

SpotlightOn: Counterfeiting
This video was created by INTA in cooperation with SpotlightOn to raise public awareness of the social and economic damage caused by counterfeiting. Introduced in early 2007 on United States public television, the video had more than 500 airings throughout the United States, with over 3 million viewers. Watch »

The Today Show: Avoiding Counterfeit Luxury Goods Online
When you think of counterfeiting, you likely think of deals on Prada shoes, Chanel purses and cheap D&G sunglasses. But according to the RCMP and U.S. Homeland Security, the world of counterfeiting has become a serious threat that can even kill. According to Interpol, an estimated 5 to 7 per cent of total worldwide trade is made up of counterfeit goods. Watch »

Books

Counterfeiting Exposed: Protecting Your Brand and Customers
By David Hopkins and Lewis Kontnik & Mark Turnage
Knockoff: The Deadly Trade in Counterfeit Goods: The True Story of the World's Fastest Growing Crime Wave
By Tim Phillips
Loadsamoney: The True Story of the World's Largest Ever Counterfeiting Ring
By Stephen Jory
Counterfeiting
By Katrin Nitsche
Counterfeiting in Colonial America
By Kenneth Scott & David Johnson
Software Piracy Exposed
By Paul Craig & Mark Burnett
Countering Counterfeit Trade: Illicit Market Insights, Best-Practice Strategies, and Management Toolbox
By Thorsten Staake & Elgar Fleisch
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