Edited by Jeremy M. Wilson,Professor, School of Criminal Justice, Michigan State University, US

‘This collection delivers what it promises—a broad-based, quantifiable total business solution approach to anticounterfeiting efforts. …The total business solution approach provides a valuable playbook for in-house brand protection practitioners and is critical reading for those responsible for brand protection activities within an organization. But it is also useful for outside counsel and trademark practitioners generally to better understand the business perspective and gain insight on how to counsel toward a proactive approach.’

• Contents:Foreword by Richard Kaeser xivPreface xviiPART I INTRODUCTION TO BRAND PROTECTION ANDTHE GLOBAL RISK OF PRODUCT COUNTERFEITS1 The brand protector’s dilemma and the total business solution 2Jeremy M. WilsonPART II ASSESSING THE NATURE OF PRODUCTCOUNTERFEIT RISK2 Building and optimizing a brand protection program:a total business solution model 19Jeremy M. Wilson and Clifford A. Grammich3 Risk management and risk assessment for brand protection 37Sean O’Hearen4 Combatting illicit trade: understanding consumer motivations 59Peggy E. Chaudhry and John ReinersPART III MITIGATING THE RISK OF COUNTERFEITPRODUCTS5 Brand protection and organizational silos: integratingtactics and firm functions in the fight against counterfeits 78Jeremy M. Wilson and Clifford A. Grammich6 Options for mitigating the risk of product counterfeits:lessons from research and practice 104Jeremy M. Wilson and Clifford A. Grammich7 Communicating the value of brand protection througha persuasive internal communications approach 128Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil andJeremy M. WilsonPART IV RESOURCE ALLOCATION FOR ANDMEASURING THE VALUE OF BRANDPROTECTION PROGRAMS8 Counterfeiting and anti-counterfeiting costs: an applicationof cost of quality concepts 141B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson9 Performance measurement for brand protection: a strategicscorecard approach 159Sean O’Hearen10 Determining the value of brand protection programs:identifying and assessing performance metrics in brandprotection 188Jeremy M. Wilson, Clifford A. Grammich, B. WilliamDemeré and Karen L. SedatolePART V THE TOTAL BUSINESS SOLUTION IN PRACTICE11 Brand protection: creating an enforcement frameworkfor action 209Warren MacInnis12 Product integrity for patient safety: a Pfizer case study 218Chanterelle Sung13 Calculating brand protection impact 227John Carriero14 The never-ending brand protection conundrum 240Vivian VassalloPART VI TENETS OF THE TOTAL BUSINESS SOLUTION15 Implementation of a total business solution for brandprotection: core principles in theory and practice 248Jeremy M. WilsonIndex 268

Edited by Jeremy M. Wilson,Professor, School of Criminal Justice, Michigan State University, US

‘This collection delivers what it promises—a broad-based, quantifiable total business solution approach to anticounterfeiting efforts. …The total business solution approach provides a valuable playbook for in-house brand protection practitioners and is critical reading for those responsible for brand protection activities within an organization. But it is also useful for outside counsel and trademark practitioners generally to better understand the business perspective and gain insight on how to counsel toward a proactive approach.’

• Contents:Foreword by Richard Kaeser xivPreface xviiPART I INTRODUCTION TO BRAND PROTECTION ANDTHE GLOBAL RISK OF PRODUCT COUNTERFEITS1 The brand protector’s dilemma and the total business solution 2Jeremy M. WilsonPART II ASSESSING THE NATURE OF PRODUCTCOUNTERFEIT RISK2 Building and optimizing a brand protection program:a total business solution model 19Jeremy M. Wilson and Clifford A. Grammich3 Risk management and risk assessment for brand protection 37Sean O’Hearen4 Combatting illicit trade: understanding consumer motivations 59Peggy E. Chaudhry and John ReinersPART III MITIGATING THE RISK OF COUNTERFEITPRODUCTS5 Brand protection and organizational silos: integratingtactics and firm functions in the fight against counterfeits 78Jeremy M. Wilson and Clifford A. Grammich6 Options for mitigating the risk of product counterfeits:lessons from research and practice 104Jeremy M. Wilson and Clifford A. Grammich7 Communicating the value of brand protection througha persuasive internal communications approach 128Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil andJeremy M. WilsonPART IV RESOURCE ALLOCATION FOR ANDMEASURING THE VALUE OF BRANDPROTECTION PROGRAMS8 Counterfeiting and anti-counterfeiting costs: an applicationof cost of quality concepts 141B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson9 Performance measurement for brand protection: a strategicscorecard approach 159Sean O’Hearen10 Determining the value of brand protection programs:identifying and assessing performance metrics in brandprotection 188Jeremy M. Wilson, Clifford A. Grammich, B. WilliamDemeré and Karen L. SedatolePART V THE TOTAL BUSINESS SOLUTION IN PRACTICE11 Brand protection: creating an enforcement frameworkfor action 209Warren MacInnis12 Product integrity for patient safety: a Pfizer case study 218Chanterelle Sung13 Calculating brand protection impact 227John Carriero14 The never-ending brand protection conundrum 240Vivian VassalloPART VI TENETS OF THE TOTAL BUSINESS SOLUTION15 Implementation of a total business solution for brandprotection: core principles in theory and practice 248Jeremy M. WilsonIndex 268

Edited by Jeremy M. Wilson,Professor, School of Criminal Justice, Michigan State University, US

‘This collection delivers what it promises—a broad-based, quantifiable total business solution approach to anticounterfeiting efforts. …The total business solution approach provides a valuable playbook for in-house brand protection practitioners and is critical reading for those responsible for brand protection activities within an organization. But it is also useful for outside counsel and trademark practitioners generally to better understand the business perspective and gain insight on how to counsel toward a proactive approach.’

• Contents:Foreword by Richard Kaeser xivPreface xviiPART I INTRODUCTION TO BRAND PROTECTION ANDTHE GLOBAL RISK OF PRODUCT COUNTERFEITS1 The brand protector’s dilemma and the total business solution 2Jeremy M. WilsonPART II ASSESSING THE NATURE OF PRODUCTCOUNTERFEIT RISK2 Building and optimizing a brand protection program:a total business solution model 19Jeremy M. Wilson and Clifford A. Grammich3 Risk management and risk assessment for brand protection 37Sean O’Hearen4 Combatting illicit trade: understanding consumer motivations 59Peggy E. Chaudhry and John ReinersPART III MITIGATING THE RISK OF COUNTERFEITPRODUCTS5 Brand protection and organizational silos: integratingtactics and firm functions in the fight against counterfeits 78Jeremy M. Wilson and Clifford A. Grammich6 Options for mitigating the risk of product counterfeits:lessons from research and practice 104Jeremy M. Wilson and Clifford A. Grammich7 Communicating the value of brand protection througha persuasive internal communications approach 128Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil andJeremy M. WilsonPART IV RESOURCE ALLOCATION FOR ANDMEASURING THE VALUE OF BRANDPROTECTION PROGRAMS8 Counterfeiting and anti-counterfeiting costs: an applicationof cost of quality concepts 141B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson9 Performance measurement for brand protection: a strategicscorecard approach 159Sean O’Hearen10 Determining the value of brand protection programs:identifying and assessing performance metrics in brandprotection 188Jeremy M. Wilson, Clifford A. Grammich, B. WilliamDemeré and Karen L. SedatolePART V THE TOTAL BUSINESS SOLUTION IN PRACTICE11 Brand protection: creating an enforcement frameworkfor action 209Warren MacInnis12 Product integrity for patient safety: a Pfizer case study 218Chanterelle Sung13 Calculating brand protection impact 227John Carriero14 The never-ending brand protection conundrum 240Vivian VassalloPART VI TENETS OF THE TOTAL BUSINESS SOLUTION15 Implementation of a total business solution for brandprotection: core principles in theory and practice 248Jeremy M. WilsonIndex 268