Brand Management In Cyberspace

The Internet has opened up a wealth of opportunities for counterfeiters. A comprehensive brand protection programme is necessary to combat the online sale of fakes before they can cause greater harm to your brand.

Over the past decade, brand owners have increasingly embraced the Internet to strengthen global brand recognition and increase sales. As a result, online retail sales have grown at an annual rate of 20% or more. Unfortunately for brand owners, the Internet provides equal opportunities for infringers and counterfeiters, which can exhibit their knock-off goods alongside authentic goods, often at a much lower price. The Internet has not only provided counterfeiters with greater access to customers, but has also made it much easier and cheaper for them to source counterfeit goods and bring them to Western consumers. While it may seem a daunting task for brand owners to curtail counterfeiting in cyberspace, brand protection on the Internet simply cannot be