THE BRAND PROTECTION INDEX (BPI)
A GUIDE FOR COMPANIES
Use this framework to measure, benchmark and strengthen brand protection performance. Find out and make reference to how your company against your industry sector.
BPI Max Range
STEP 1: Purpose of the Brand Protection Index (BPI)
Counterfeiting, grey market diversion and product tampering are escalating risks across industries – from FMCG to electronics to healthcare. However, most companies struggle to quantify how well they are protected.
The Brand Protection Index (BPI) provides a structured, measurable way for companies to:
- Understand – benchmark current protection maturity
- Learn – identify weak points in product and digital protection
- Act – prioritise actions that deliver measurable ROI in revenue recovery and brand trust.
STEP 2: What Is the Brand Protection Index (BPI)?
The BPI is a composite score (0–100) that reflects how effectively a brand safeguards its products, supply chain, and reputation against counterfeiting and diversion.
It is built on 5 key pillars:
5 Key Pillars and their weightage %
| Pillar | What It Measures | Weight |
|---|---|---|
| A. Product Authentication | Strength of physical & digital product authentication (e.g., QR, NFC, hologram, serialization) | 25% |
| B. Supply Chain Visibility | Ability to track and trace product movement, detect grey-market activity | 20% |
| C. Consumer Verification & Engagement | Mechanisms for consumers to verify authenticity and provide feedback | 20% |
| D. Digital & Marketplace Enforcement | Monitoring and takedown of counterfeit listings, social media impersonation | 20% |
| E. Organisational Readiness | Internal alignment, brand protection budget, partner ecosystem, crisis response | 15% |
The BPI = weighted average across these five pillars, each scored from 1 (low maturity) to 5 (high maturity).
The Five Pillars explained
1. Product Authentication (25%)
How robust and integrated are your product security measures.
Indicators:
- Use of multi-layered security (Overt + Hidden + Digital)
- Ease of verification across regions
- Integration into packaging / production lines
- Regular updates to prevent replication
Best Practice:
Combine Security QR or NFC identifiers with hidden security elements and dynamic codes connected to a digital verification backend system.
2. Supply Chain Visibility (20%)
How well you can see and verify your product movement from factory to consumer.
Indicators:
- Serialised tracking system implemented
- Real time data from distributors and logistics
- Alerts for diversion or parallel imports
- Integration with ERP/WMS
Best Practice:
Adopt Track & Trace dashboards that detect anomalies in shipment routes and unusual distribution points.
3. Consumer Verification & Engagement (20%)
How easy can consumers authenticate and interact with your brand and products.
Indicators:
- Authentication via smartphone / QR scan
- Incentives for scanning (rewards, product info)
- Feedback loop to brand owners
- Scan analytics used for insights
Best Practice:
Turn authentication into engagement: encourage consumers to scan for authenticity and win loyalty rewards. This both fights fakes and builds trust.
4. Digital & Marketplace Enforcement (20%)
Your online monitoring and enforcement capability.
Indicators:
- Monitoring of key e-commerce sites (Shopee, Lazada, Alibaba, etc.)
- AI or manual detection of counterfeit listings
- Brand impersonation detection (social media / domain monitoring)
- Speed and success rate of takedown actions
Best Practice:
Use AI-powered brand monitoring tools and collaborate with local enforcement agencies for sustained removal.
5. Organisational Readiness (15%)
How strategically your brand protection is managed internally.
Indicators:
- Clear ownership (Brand Protection Manager or IP team)
- Regular training and internal awareness
- Cross-functional collaboration (Marketing, Legal, Supply Chain)
- Dedicated budget and KPIs
- Trusted solution partners in place
Best Practice:
Establish a Brand Protection Council with quarterly reviews and clear escalation paths for incident response.
STEP 3: Scoring Methodology
| Score | Description | Typical Characteristics |
|---|---|---|
| 1 – Nascent | Ad-hoc protection | Minimal security, reactive approach |
| 2 – Developing | Early adoption | Single-layered security, limited visibility |
| 3 – Established | Structured protection | Mix of physical/digital tools, early traceability |
| 4 – Advanced | Integrated protection | End-to-end authentication, proactive monitoring |
| 5 – Leading | Data-driven protection | Full integration across supply chain, predictive threat analytics |
Each pillar is rated 1 – 5 (Max).
Multiply by its weight (%) and sum for your total BPI score (0–100).
Example Calculation
| Pillar | Score | Weight | Weighted Value |
|---|---|---|---|
| A. Product Authentication | 4 | 25% | 1.00 |
| B. Supply Chain Visibility | 3 | 20% | 0.60 |
| C. Consumer Engagement | 4 | 20% | 0.80 |
| D. Digital Enforcement | 2 | 20% | 0.40 |
| E. Organisational Readiness | 3 | 15% | 0.45 |
Total BPI Score = 3.25 / 5.00 x 100 = 65
STEP 4: Interpret Your BPI Score
BPI Max Range
Risk maturity level vs Brand Protection Index (BPI)
| BPI Range | Maturity Level | Description | Recommended Next Step |
|---|---|---|---|
| 0–39 | At Risk | Counterfeiting risk is high. Limited visibility or reactive protection. | Conduct a full Brand Protection Assessment. Start with quick wins (authentication + online monitoring). |
| 40–59 | Emerging | Some protection measures in place but fragmented. | Integrate systems (e.g. QR+ backend traceability). Build internal processes. |
| 60–79 | Secure | Moderate risk. Systems and data visibility exist but not fully unified. | Focus on analytics, consumer engagement and automation. |
| 80–100 | Resilient | Best-in-class. Strong integration, predictive monitoring. | Scale insights globally and benchmark yearly. |
How to Use the BPI Internally
-
Annual Benchmarking
Re-assess your BPI every 12 months to measure improvement. -
Cross-Department Collaboration
Share results with Marketing, Legal, Operations, and Supply Chain. -
Budget Justification
Use the BPI to support ROI discussions for investing in new security measures. -
Vendor Evaluation
Use the framework to assess the strength of your brand protection vendors. -
Risk Communication
Include BPI metrics in board-level risk dashboards.
Benefits of Adopting the BPI Framework
| Benefit | Impact |
|---|---|
| Measurable ROI | Track impact of anti-counterfeiting investments |
| Strategic Clarity | Know which areas are weak and where to focus |
| Competitive Benchmarking | Compare with peers in your industry |
| Regulatory Compliance | Align with ISO, GS1, or traceability standards |
| Trust & Transparency | Reinforce consumer and partner confidence |
STEP 5: Summary Checklist and Industry Benchmark
Is Your Brand Protected?
| No. | Area | Yes | No | Priority |
|---|---|---|---|---|
| 1 | Multi-layer authentication applied to all SKUs | ☐ | ☐ | ☐ |
| 2 | Supply chain traceability active in ≥3 regions | ☐ | ☐ | ☐ |
| 3 | Consumer verification integrated | ☐ | ☐ | ☐ |
| 4 | Digital monitoring of eCommerce channels | ☐ | ☐ | ☐ |
| 5 | Dedicated brand protection budget/team | ☐ | ☐ | ☐ |
✅ If you tick fewer than 4 out of 5, it's time to strengthen your brand protection strategy.
Finally, make reference to the industry benchmark where your business is operating.
| Industry | Average BPI Score | Typical Challenges |
|---|---|---|
| FMCG | 55 | Grey market diversion, high volume fakes |
| Cosmetics | 60 | Counterfeit packaging, consumer confusion |
| Electronics | 65 | Component tampering, grey imports |
| Pharma | 75 | Strict regulation, serialisation adoption |
| Industrial Goods | 50 | Lack of consumer facing authentication |
This guide is part of Nabcore's mission to help brands in Asia achieve "Smarter Protection, Greater Trust" through interlocking physical and digital systems that not only protect — but also engage and empower consumers.
If you want to find out more what are the solutions that can help you prevent losses to counterfeiting and drive business growth, do feel free to reach out to us at contact@nabcore.com