Assess and monitor if and where you are being abused or if your brand equity is being eroded. Look for unauthorised logo or image reproduction; unauthorised sales; media comment & coverage; consumer comment. Monitor on-line, off-line, internally & externally.
Educate your staff about your brand - what it is and what it isn't so that they become brand advocates and don't inadvertently abuse the brand or allow others too.
Create style guides or brand books, which show how the brand can and can't be reproduced or communicated and which give a controlled way of ordering relevant and correct materials and include sign off procedures.
Educate and supply style guides or brand books to all your suppliers and distribution chain.
Regularly audit and assess your licensees, suppliers or distribution chain and systems. Ensure you know how used or unused materials or over-runs are disposed off.
Limit the ability to reproduce logos or images appearing on-line or on other distribution or communication tools, by using image coding/watermarking or low resolution images.
Add product enhancements or design changes to deter reproduction. These may include holograms, coded seals or labels, or reguarly introducing new patterns or ranges.
Assess your current asset protection. Ensure you have ownership of all relevant trademarks, design rights and domain names. Check too for 'similar' ones or others where your brand name or organisation name maybe being used.
Don't let them get away with it! Don't be a soft target! Inform offenders you will take action against them and ensure you do.
Join relevant organisations against counterfeit or brand abuse. Joint prosection could be more cost efficent and effective.
