反假冒与投资回报

Anticounterfeiting Committee–Policy Global Project Team Anticounterfeiting andReturn on Investment A U G U S T 2 0 2 5 Copyright © 2025 International Trademark Association. All rights reserved. No part of this publication may be reproduced, distributed, ortransmitted in any form or by any means, including photocopying, recording, or otherelectronic or mechanical methods, without prior written permission of the copyrightowner, except in the case of brief quotations embodied in critical reviews and certainother noncommercial uses permitted by copyright law. Contents Executive Summary.............................................................p4Goal of Calculating Return on Investment.........................p8Importance of Partnering Cross-Functionally...................p8Overview of Financial Benefits...........................................p9Reporting and Continuous Review...................................p13 Executive Summary Counterfeiting poses a considerable threat to businesses, impacting operations, brand equity,and consumer trust and safety. The intricacies of global supply chains and the obscurity of illicittrade complicate the quantification of the impact of counterfeiting, making it challenging forcompanies to conduct a robust cost-benefit analysis of their anticounterfeiting measures. Tonavigate these challenges, a conservative approach to evaluating brand protection activitiesis recommended, emphasizing the importance of meticulous documentation of data sourcesand estimation rationales. Such documentation is crucial, as it may be essential in legalcontexts. Moreover, framing brand protection as a strategic business imperative enablesorganizations to prioritize security as part of their annual goals, addressing the multifacetednature of counterfeiting as a market disruptor. To enhance brand protection, the integration of online and offline investigative strategies isvital. Online platforms serve as critical sources for early threat detection, investigative leadgeneration, and market trend analysis, allowing companies to proactively address counterfeitrisks. By leveraging the digital footprints of counterfeiters, organizations can trace illicitactivities back to their physical origins, thereby facilitating targeted enforcement actions,such as raids and cease-and-desist orders. This comprehensive approach not only aids indisrupting counterfeit operations but also reinforces the legal framework necessary to protectintellectual property rights effectively. Executive Summary Measuring the return on investment (ROI) of brand protection initiatives is essential fordemonstrating their value to stakeholders. Companies should focus on both quantitativemetrics, such as revenue protection and market share retention, as well as qualitativeoutcomes, including customer loyalty and brand reputation. The distinction between “soft”and “hard” benefits is crucial; while soft benefits encompass the potential impact ofremoving illicit listings, hard benefits relate to actual legal recoveries. By capturing both typesof benefits and ensuring cross-functional collaboration within the organization, companiescan develop a holistic understanding of their anticounterfeiting programs and articulate theirvalue effectively. A proactive, integrated approach to brand protection that combines online and offlineinvestigations is essential for mitigating the risks posed by counterfeiting. By emphasizingcollaboration across departments and continuously reviewing and adapting strategies,organizations can safeguard their brands, uphold consumer trust, and maintain a competitiveedge in the marketplace. The ongoing development of effective ROI measurement frameworkswill further enhance the efficacy of brand protection efforts, ensuring that all stakeholdersare adequately protected and informed about the value of these initiatives. Impactful Brand Protection Quantifying the business impact of counterfeiting on operations presents significant challenges, whichcomplicate the assessment of the cost-benefit analysis of the company’s anticounterfeiting measures.These challenges primarily stem from the obscurity associated with illicit trade, the intricacies of globalsupply chains, and the numerous interrelated business factors that influence supply and demandfluctuations. In acknowledgement of these challenges, it is recommended that a company adopt a conservativeapproach in evaluating brand protection activities. While certain calculations rely on known quantitiesor statistically valid extrapolations of data, others – such as the total volume of counterfeit products witha specific geographic area or over an e-commerce channel – are considerably challenging to quantify,necessitating the use of estimates. When utilizing best estimates in calculations, these are conductedwith caution, and it is imperative that data sources and the reason(s) behind the estimations aremeticulously documented as these calculations may be utilized