Features

Building a resilient brand integrity programme

By Richard P Gill

World trends are driving global brand protection and brand integrity needs, but purely legal remedies are often insufficient. Instead, an integrated approach that utilises the right balance of legal elements, coupled with modern brand protection technology, is key

The problem of counterfeit products is international and cuts across multiple industries, affecting a wide range of products including pharmaceuticals, spirits, electronics, consumer products, personal care products, fashion, beverages, machine parts and more. It has been estimated that between 4% and 7% of world trade is counterfeit. While there is no silver bullet solution, there are strategies and options in common use across various industries for dealing with counterfeiting or brand protection issues.

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Issue 71