Brand Protection ROI
Measuring your enforcement efforts return on investment is one of the more difficult aspects of the brand protection space. Counterfeits harm businesses in multiple ways: They steal business away by deceiving unsuspecting consumers. Sometimes counterfeits are only marginally cheaper than authentic products, and those buyers would happily pay the difference to ensure they received the real item. When counterfeits are abundant and priced lower than authentic goods, it can lower the market value of authentic goods, further damaging the profits earned by both the authentic retailers and brand owners. Counterfeits threaten the reputation and goodwill that brands have established. When consumers purchase items that don’t meet expectations, they are more likely to leave negative reviews or share negative experiences than happy customers are to provide positive feedback. Such negative feedback can have a devastating impact on brands producing quality goods. Counterfeits rob luxury brands of ...
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