For every successful brand such as Apple, Coco-cola or IKEA, it is never the logo or business name that builds up their globally recognized reputaiton, behind the scene, decades of marketing, PR and efforts to satisfy customers are the real reasons. Reputation defines the way customers, suppliers and other players in the markets view your business. It is the most valuable asset of your business.

While brand protection is well-known among today's entrepreneurs in this modern business era, the increasing threats from various aspects necessitate brand owners to take more proactive measures in safeguarding their brands and maintaining their reputation.

The Internet Has Facilitated Brand Infringements

The challenge of counterfeiting has become greater than ever in the age of Internet. As the Internet provides previously unimaginable reach for business, it also encourages infringers in some ways. Unlike before, the counterfeit trade no longer exists solely through street vendors in downtown areas. Today, infringers are able to spread their products to the remotest corners of the planet through e-commerce, social media, and search engines. 

Statistics show that counterfeit market has exploded in the past decade. A report from Organization for Economic Co-operation and Development (OECD) and the European Union Intellectual Property Office (EUIPO) reveals that from 2008 to 2018, global counterfeit sales increased by over 160 percent. According to an International Criminal Court (ICC) report, by 2020, the volume of counterfeiting is projected to reach $2 to $2.5 trillion, accounting for 5% to 7% of world trade.

On the other hand, the Internet also broadens customers' access to information and allows them to choose and buy products through numerous channels. However, this does not absolve customers of the responsibility to differentiate between counterfeit and genuine. In fact, when faced with counterfeit products, customers tend to hold the brand accountable and may switch to competing options. Therefore, it is undeniably important to prioritize counterfeiting prevention efforts in order to eliminate counterfeit goods and maintain customer trust.

New Technologies And Laws Against Infringement

With the development of information exchange and the counterfeit industry, one might question whether the prevalence of counterfeit merchandise is unavoidable. However, the answer to this question is NO. There are always individuals and organizations who refuse to give up. Today, the battle against counterfeiting has reached new heights.

Brand protection companies are always at the forefront anti-counterfeit campaign. From real-time monitoring to bulk removing tool, new technologies are constantly popularized and applied in the industry. In the year 2018, Serious Strike's implemented the trademark alert system, and had so far stopped hundreds of trademark theft. In the year 2020, Serious Strike expanded the team and opened new office in Hong Kong - the eye of storm of counterfeit merchandise - where the elite staffs deal with counterfeiters head-to-head.

Governments are leaving no stone unturned to make a change. New laws against infringing and counterfeit have been established. In 2018, the Chinese government is preparing to pass the country’s first e-commerce-specific law, which includes provisions that aim to remedy the widespread availability of counterfeits online. In response, Chinese e-commerce giant Alibaba recently calls for tougher anti-counterfeit laws, enforcement & penalties to crack down on purveyors of counterfeit goods in China. Considered as the biggest counterfeit e-commerce market in the world, this no doubt sends a message to the industry, declaring their determination of anti-counterfeiting.

Keep Up With Your Pace In The Competitive Market

The market is like a jungle, where only the fittest and most proactive survive. Unlike in the past, advancements in technology and more sophisticated legislation now enable enterprises to combat infringers with greater efficiency, it's time to play defense as well as offense. With tailored brand protection strategies that align with your brand identity, you can recapture lost revenue, rebuild brand reputation, and gain a competitive advantage.

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