Brand protection and organizational silos: integrating tactics and firm functions in the fight against counterfeits

Abstract

Previous research notes several strategies that firms may use to address product counterfeiting but offers few integrative approaches. Many current approaches are 'siloed,' with little interaction across functions. A total business solution for brand protection promotes a holistic approach that integrates and coordinates all parts of the firm for brand protection. To better understand the tactics that firms may use in a total business solution to brand protection, we asked 42 experts and practitioners to identify the tactics that a firm would ideally use in brand protection and the functions that should use these tactics. We then categorized these tactics to identify all dimensions of an enterprise-wide approach to brand protection. We find that many of the most important actions that firms can take to protect their brands are proactive. Identifying functions and categories with large numbers of tactics can indicate where to launch or expand brand protection programs.