A modern company’s brand is among its most important assets, and the protection of that brand is vital to long-term corporate success. Brand protection efforts seem to increase each year, as companies strive to stay ahead of counterfeiters and maximize their return on product investment. On a larger scale, brand risk undermines economic development and open international trade. The Organization for Economic Co-operation and Development estimates that counterfeiting may cost the global economy upwards of $250 billion every year,1 resulting in more counterfeit seizures than ever before. Therefore, there is clearly still much work to be done in the field of prevention.
Consero conducted a three-question report to brand protection professionals in order to explore trends in the world’s ten largest economies. This is the first year of the report, which received 57 responses. Report participants were asked to rank, on a scale of 1 to 10, what they perceived as the level of risk to the protection of their brand in ten countries. The results of this question yielded a single score for each country, which we have labeled as its Brand Protection Index Score. Participants also ranked their level of confidence in the ability of the governments of those countries to protect their brand against piracy and counterfeiting. The third and final question asked participants whether they believed the amount of piracy in each country had increased, decreased, or remained unchanged over the past year.
The report that follows offers an analysis of the collected data in order to shed light on the status of brand protection and anti-counterfeiting in the current business environment. By measuring perceived risk, we can learn much about where companies feel their brands are safest, as well as where greater investment by them and by international leaders seems necessary in the ongoing battle for brand protection.