In this post, we explore the strategies of four types of brand owners when it comes to brand protection and protecting the reputation of their brand.
Which type of brand owner are you when it comes to protecting your brand?
The Opportunist
Brand owner’s strategy: Ignore the issues. Take action only when notified or received complaints.
Common examples of companies in this industry :
- Luxury Products (E.g.: Bags, Jewellery)
- Industrial Electronics (E.g.: Machinery Parts)
- Sport Equipment
The Guru
Brand Owner’s Strategy: Engage and educate consumers. Redirect demand to genuine products.
Common examples of companies in this industry :
- Consumer Electronics (E.g.: Print Consumables)
- High Value Food Products (E.g.: Alcohol, Milk Powder)
- Apparels
- Automotive Products (E.g.: Lubricants)
The Drifter
Brand owner’s strategy: Outsell the counterfeit products.
Common examples of companies in this industry :
- Household Products
- Mass Market OTC Products (E.g.: Toys)
The Fighter
Brand owner’s strategy: Identify, track and remove fakes.
Common examples of companies in this industry :
- Pharmaceutical Companies
- FMCG Companies (E.g.: Tobacco, Foodstuff, Pharmaceutical)
