Brand Security In A Modern World: Author Q&A - John Ferdinand

Headlines continue to highlight the growing threat of counterfeit activity - from Chanel's $4m lawsuit to the alarming FDA warning about counterfeit Ozempic injections, 2025 is proving no different.

Following the release of Marks & Clerk's brand protection eBook, Brand Security in a Modern World, late last year, author John Ferdinand dives into what defines a brand, and why and how it can be protected from counterfeit activity at every stage of its lifecycle.

Key takeaways from the discussion:

• A brand can be a business's most valuable asset - it enables customer retention, attracts new business, and allows for product expansion based on built-up brand equity.
• Brand distinctiveness is crucial for protection - invented names like "Pepsi" or "Kodak" are easier to protect than descriptive or generic terms.