BRAND PROTECTION STRATEGY SUMMIT
SESSION
DESCRIPTIONS
RETURN ON INVESTMENT (CONT.)
PANEL
Resource Allocation and the Cost of Quality
Learn about the cost of quality framework and A-CAPP Center research on
how brand owners allocate resources relative to it. Panelists will discuss the
applicability of the framework and what the findings suggest about current
and future investment in brand protection.
E-COMMERCE
What Challenges and Opportunities Does E-commerce Pose?
E-commerce represents a profound shift in how firms interact with customers,
from face-to-face interactions to new and unexpected ones. Attendees will hear
from academic and industry partners and explore the mechanisms by which they
can find and take down counterfeit goods online, pursue enforcement actions,
and engage with customers to protect the integrity of their brands.
Attendees may be interested in the Center’s research on e-commerce and counterfeiting,
published in its Backgrounder Series: Distinguishing Counterfeit from Authorized Retailers in
the Virtual Marketplace.
PANEL
Legit or Not? Weeding Out Counterfeit Ads and Listings Online
Given the increasing complexity of the e-commerce landscape, it remains difficult
not only for consumers to identify and avoid counterfeits, but for platforms to
consistently remove them. This results in frustration for brand owners whose
products are found in these advertisements and listings as well as consumers trying
to purchase legitimate products online. This panel will address these challenges
from multiple perspectives, including the consumer, brand owner, platform, and law
enforcement, with the goal of developing strategies to promote cooperation among
stakeholders to enhance the ability to successfully weed out counterfeit
advertisements and listings.
PANEL
Organizational Adaptation and the Changing Nature of E-Commerce Retailers
Changes to IPR enforcement procedures undertaken by e-commerce sites, and
increased effort on the part of brand owners to monitor and address IPR violations
have changed the e-commerce landscape for counterfeiters. This panel will address
some of the key factors that are having the greatest influence on the changing
e-commerce landscape, including the multifaceted role of consumers (as buyers
and quasi-expert evaluators of products), the nature and scope of collaborations
between brand owners and e-commerce sites, and the impact of globalization on
counterfeiters and their orga nizations.
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