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Text of the page (random words):
brand protection wikipedia jump to content main menu main menu move to sidebar hide navigation main page contents current events random article about wikipedia contact us contribute help learn to edit community portal recent changes upload file special pages search search appearance donate create account log in personal tools donate create account log in contents move to sidebar hide top 1 organisational measures 2 technical measures toggle technical measures subsection 2 1 counterfeit detection 2 2 consumer engagement and distribution channels monitoring 2 3 online monitoring 2 4 supply chain integrity 3 references 4 external links toggle the table of contents brand protection 1 language azərbaycanca edit links article talk english read edit view history tools tools move to sidebar hide actions read edit view history general what links here related changes upload file permanent link page information cite this page get shortened url switch to legacy parser print export download as pdf printable version in other projects wikidata item appearance move to sidebar hide from wikipedia the free encyclopedia prevent third parties from using intellectual property intellectual property authors rights copyleft copyright database right farmers rights geographical indication indigenous intellectual property industrial design right integrated circuit layout design protection intellectual property infringement literary property moral rights patent peasants rights plant breeders rights plant genetic resources proprietary software related rights sound recording copyright supplementary protection certificate trade dress trade secret trademark utility model patent infringement related topics abandonware artificial intelligence and copyright brand protection copyright abolition copyright troll criticism of copyright bioprospecting biopiracy idea expression distinction limitations and exceptions to copyright fair dealing fair use paraphrasing right to quote orphan work patent troll pirate party public domain outline of intellectual property outline of patents higher categories property and property law v t e brand protection is the process and set of actions that a right holder undertakes to prevent third parties from using its intellectual property without permission or impersonating the brand for fraudulent purposes these actions address activities that cause loss of revenue and usually more importantly destroys brand equity reputation and trust brand protection seeks primarily to ensure that trademarks patents and copyrights are respected though other intellectual property rights such as industrial design rights or trade dress can be involved 1 while centered on trademarks and patents modern brand protection also defends against digital deception such as brand impersonation and phishing attacks 2 counterfeiting is the umbrella term to designate infringements to intellectual property with the exception of the term piracy which is sometimes colloquially used to refer to copyright infringement 3 a more narrow definition of brand protection which focuses on trademark infringement is sometimes used 4 5 counterfeiting of physical goods that involves trademark infringement is indeed one of the predominant forms of intellectual property infringement 6 however both copyright and patent infringement are possible without an associated trademark infringement and both may result in loss of revenue and of brand equity eliminating diversion gray market or product theft and resale are generally considered as well as part of a brand protection strategy even though an intellectual property may not be necessarily infringed 7 organisational measures edit registration and management of intellectual property is considered a pre requisite to launching a brand protection strategy effective brand protection measures generally involve implementing prevention processes monitoring processes and reaction processes 8 internally the anti counterfeiting unit will report to top management develop the brand protection processes and collaborate closely with the relevant functions for each region and business unit it will organise training and promote a culture of managing sensitive information carefully with external stakeholders internally and externally for large organisations an effective brand protection strategy requires collaboration and cooperation between departments functions and geographies as well as with external stakeholders such as customs law enforcement agencies governments industry partners including competitors retailers and online marketplaces and suppliers 9 8 it requires training of personnel and the development of a company culture of managing sensitive information carefully both internally and externally it can however be difficult to secure sufficient budget and resources as losses due to intellectual property infringement are difficult to quantify 10 11 methods exist to quantify the return on investment of elements of a brand protection strategy such as the use of product authentication systems yet organisations must first acknowledge the existence and significance of the problem 12 8 a cross industry benchmark was made with the person in charge of anti counterfeiting of 45 companies with global market presence 8 the two organisational measures that were judged as most effective are those that help with the integrity of the supply chain and those that contribute to securing distribution channels technical measures edit counterfeit detection edit overt authentication with a security hologram according to the euipo counterfeiting detection technologies may be classified into five main categories electronic marking chemical and physical mechanical and technologies for digital media 13 iso standard 12931 provides guidelines and performance criteria to help brand owners define the particular authentication elements for either the packaging or material good itself based on a counterfeiting risk analysis 14 overt security feature such as a security hologram or optically variable ink can be verified by an untrained user with human senses typically by eyesight covert security features are verified with an off the shelf or purpose built authentication tool both covert and overt security features may also go through the use of specialised equipment by a skilled expert overt security features have been criticised for their ineffectiveness 15 but others argue that they can be extremely difficult to replicate 16 covert security features used to be verifiable by very few people and consumers were unaware of their presence 17 however according to the iso standard 12931 a smartphone is technically equivalent to an off the shelf covert authentication tool yet it is a mass market device which opens authentication on a large scale 18 furthermore it can support overt security authentication by providing the instructions after a qr code scan to visually verify an overt authentication element 19 a common approach is to combine multiple security elements including both overt and covert features as a layered defence against counterfeiting 20 according to the iso standard 12931 track and trace solutions alone e g a serialised 2d barcode placed on each product is not authentication qr codes have indeed no protection against exact copy unless additional techniques are used in combination 18 furthermore qr codes can be vulnerable to being spoofed where the counterfeiter uses a new qr code to redirect the consumer to a fake authentication response page 21 there are ways to address this fraud for example by encouraging users to authenticate through visiting a trusted channel such as the brand owner s website or social media account 22 a number of techniques exist such as digital watermarks and secure graphics which are added into qr codes to make them robust against copy and an app can be used to authenticate 23 there is also ongoing research on the authentication of blank paper and printed material by extracting the surface fingerprint through a smartphone scan 24 consumer engagement and distribution channels monitoring edit distributed channels can be monitored and illicit activity detected from the analysis of the data generated from the qr code scans 25 consumers can be incentivised to scan qr codes or nfc tags on products not necessarily for the primary purpose of verifying authenticity but to obtain relevant information about the product or to engage in a loyalty program 26 27 the large quantity of data collected from the scans allows to monitor distribution channels without the need for hiring investigators and on a much larger scale consumers may actually demand the ability to verify that the product is authentic and this creates an opportunity to engage with the brand 28 online monitoring edit with the growth of e commerce brand protection activities need to increasingly take place online online brand protection software monitor the internet and help identify the websites that are likely to sell counterfeit propose grey market goods or misuse the brand and its attributes 8 beyond commerce related threats these tools are used to identify phishing infrastructure such as look alike domains and spoofed authentication pages which can be used to harvest consumer credentials 29 supply chain integrity edit the implementation of track and trace solutions to capture events as goods move through the legitimate supply chain helps to monitor and detect illicit activities the control of ordered quantities of products or components from third party suppliers can be made by providing them with secure serialised labels which must be affixed to each item 30 references edit trade dress watch a case for counterfeit trade dress insights dla piper global law firm dla piper retrieved 2020 05 02 the comprehensive guide to brand protection in 2026 www netcraft com retrieved 2026 02 20 ip enforcement asserting your rights european ip helpdesk www iprhelpdesk eu retrieved 2020 05 02 brand protection meaning in the cambridge english dictionary dictionary cambridge org retrieved 2020 05 02 fairley michael plimmer jeremy 2019 encyclopedia of brand protection and security printing technology tarsus exhibitions publishing ltd isbn 978 1910507209 trade in counterfeit and pirated goods mapping the economic impact illicit trade 2016 doi 10 1787 9789264252653 en isbn 9789264252646 retrieved 2020 05 03 cite book website ignored help protecting brands against the gray market on publishing retrieved 2020 05 03 1 2 3 4 5 staake thorsten 2010 countering counterfeit trade illicit market insights best practice strategies and management toolbox springer isbn 978 3 642 09562 7 oclc 1132506670 anti counterfeiting brand protection 2018 health for humanity report 2019 05 03 archived from the original on 2020 07 29 retrieved 2020 05 03 how to combat counterfeiting world trademark review www worldtrademarkreview com retrieved 2020 05 03 intellectual property observations on efforts to quantify the economic effects of counterfeit and pirated goods gao 10 423 2010 04 12 cite journal cite journal requires journal help hopkins david m 2003 counterfeiting exposed protecting your brand and customers j wiley sons isbn 9780471269908 oclc 1028576783 euipo anti counterfeiting technology guide european observatory on infringements of intellectual property rights 2021 02 26 archived from the original on 2021 03 17 retrieved 2021 05 16 iso 12931 2012 iso 8 january 2014 retrieved 2020 05 03 graham marty 2007 02 07 fake holograms a 3 d crime wave wired issn 1059 1028 retrieved 2020 05 04 how holograms can stop counterfeiting packaging digest 2008 07 31 retrieved 2020 05 04 hopkins david m 2003 counterfeiting exposed protecting your brand and customers kontnik lewis t turnage mark t hoboken n j j wiley sons isbn 0 471 26990 5 oclc 51476792 1 2 survey of techniques for fight against counterfeit goods and intellectual property rights ipr infringing eu science hub european commission 2016 01 07 retrieved 2020 05 04 hp mobile authentication how to detect fake products the newsmakers 2013 06 18 retrieved 2020 05 03 judge erin combating counterfeiting through advanced security foils and films postpress peterson media group retrieved 2026 02 25 while each individual feature can provide a degree of brand protection on its own combining multiple security elements creates a more robust layered defense against counterfeiting fowler bree qr code scams are on the rise here s how to avoid getting duped cnet retrieved 2022 05 31 in depth review qr code solutions for anti counterfeiting with examples scantrust 2022 03 22 retrieved 2022 05 31 anti counterfeiting solutions www dupont com retrieved 2020 05 04 waldemar berchtold 2021 fingerprinting blank paper and printed material by smartphones international symposium on electronic imaging 298 1 289 6 baldini gianmarco nai fovino igor satta riccardo tsois aris checchi enrico 2015 survey of techniques for the fight against counterfeit goods and intellectual property rights ipr infringement publications office isbn 978 92 79 54544 3 oclc 948769474 cite book cs1 maint multiple names authors list link behind every smart product is smart packaging future food asia futurefoodasia com retrieved 2020 05 03 pernod to roll out smart bottles in coming weeks 14 february 2017 retrieved 2020 05 03 lock and load how closures makers are battling counterfeiters 11 november 2019 retrieved 2020 05 03 apwg apwg org retrieved 2026 02 20 staake thorsten 2008 countering counterfeit trade illicit market insights best practice strategies and management toolbox fleisch elgar berlin springer isbn 978 3 540 76946 0 oclc 234294078 external links edit michigan state university center for anti counterfeiting and product protection list of brand protection global organizations glossary retrieved from https en wikipedia org w index php title brand_protection oldid 1343868803 categories brand management intellectual property law anti counterfeiting security fraud hidden categories articles with short description short description is different from wikidata cs1 errors periodical ignored cs1 errors missing periodical cs1 maint multiple names authors list this page was last edited on 16 march 2026 at 21 59 utc page was rendered with parsoid text is available under the creative commons attribution sharealike 4 0 license additional terms may apply by using this site you agree to the terms of use and privacy policy wikipedia is a registered trademark of the wikimedia foundation inc a non profit organization privacy policy about wikipedia disclaimers contact wikipedia legal safety contacts code of conduct developers statistics cookie statement mobile view search search toggle the table of contents brand protection 1 language add topic
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