Brand Management & Protection

What is the point of building up a brand, spending money on advertising and promotion, only to find that your name/product is being ripped off in another part of the world, or on your own doorstep?

Perhaps only 5 years ago such issues were the concern of large corporations only. The proliferation of the Internet has changed this, and all companies, no matter what their size, should be aware of the issues involved with their own brands.

The most important change that has taken place is the supposed globalisation of markets. Where once only those in your immediate locality would have heard of you, now with most reasonable businesses having at least a web presence, it is far easier for companies to become known and to publicise their services far and wide.