Back to previous page

People using your brand, logo or associated images or attributes without your permission or knowledge can: Damage your brand equity Damage your reputation Confuse consumers Lose current and potential sales

View 10 TIPS TO AVOID BRAND ABUSE View examples of BRAND ABUSE

Counterfeiting is estimated at between 8-10% of world trade each year or around $200billion. It cost the UK industry alone nearly £9billion in 2004 (source: Alliance Against Counterfeit & Piracy) and affects brands in all categories from clothing to confectionery. Not only are brand owners and manufacturers faced with losing profits from potential customers buying counterfeit products instead the real item, but issues such as the quality or method of distribution of counterfeit or unauthorised product can severely damage a brand’s equity and jeopardise future sales. The proceeds from counterfeiting often contribute to the funding of drug trafficking, terrorism and other criminal activities.

Is your brand at risk from counterfeit or your market receiving grey goods? View WHAT CONSTITUTES COUNTERFEIT and the significant hazards it causes. If your brand is being counterfeited or there is unauthorised distribution, then take action! VIEW KEY PROCESSES TO ADDRESS COUNTERFEIT

THE OFFICIAL LICENSED PRODUCT HOLOGRAM Licensingpages and world renowned hologram and security printing specialists De La Rue have introduced a new security solution to help brand owners combat the risk of counterfeiting and licensing royalty fraud. The solution works by allowing licensors, enforcement officers, consumers and retailers to clearly identify and verify legitimate officially licensed goods from counterfeit or unauthorised goods. The ‘Official Licensed Product’ hologram and security system has just been adopted by Unilever for one of their key licensed brands in the Nordic territories, launching in Spring 2006. Implemented by multi-national brands and promoted to consumers, retailers and enforcement officials, the ‘Official Licensed Product’ hologram is set to become a universally recognisable ‘legitimate product’ sign. ...find out more..

Assess some of the other solutions to help you monitor and protect your brand or properties and limit abuse, counterfeit or other detrimental actions. Go to:

BRAND MONITORING & INTELLIGENCE SYSTEMS
PRODUCT, PACKAGING & SYSTEMS SOLUTIONS
BRAND COMMUNICATION & CRISIS MANAGEMENT