Beyond Takedowns: Disrupting the Business of Counterfeiting
Gene Quinn
8 hours ago
A brand protection program's effectiveness shouldn't be measured solely by the number of infringing listings removed. Here's why:
- Persistence of Counterfeiting: A robust program can eliminate thousands of listings, yet the underlying business may still thrive through new accounts and storefronts.
- AI's Role: Artificial Intelligence (AI) facilitates both rights holders' detection and counterfeiters' response, making it easier for the latter to generate new listings and accounts.
- The Whack-a-Mole Challenge: The ongoing battle against counterfeiting involves a constant cat-and-mouse game, where removed listings are quickly replaced.
The crucial question for in-house counsel and brand protection leaders is not just about takedowns but also about disrupting the entire counterfeit operation:
- Identifying Connected Sellers: Understanding the network of sellers behind the counterfeits is vital.
- Customer Experience: Monitoring should assess whether customers are encountering fewer counterfeits, indicating successful disruption.
- Strategic Disruption: The ultimate goal is to implement strategies that make it difficult for counterfeiters to operate, regardless of their listing numbers.