Effective Online Global Brand Protection and Sales Channel Strategy has little to do with the strength of your brand, the number of eCommerce professionals hired or a robust corporate strategy.
Our engagements have proven time and time again that in an ever evolving global ecommerce environment, there are three critical common factors attributed to companies that successfully protect their brands. These are, Active Monitoring, Investigation and Research, and Aggressive Enforcement strategy.
Having refined this process through many years of experience, H&A utilizes this process to help clients through the problems caused by those selling and diverting their products without authorization. This includes identification of unauthorized third party (3P) sellers and other known DBAs (doing business as) they use, clarified authorized sellers, shut down counterfeit operations, provided information for legal action and much, much more.
If you do not plan for the future, you cannot solve your problem, Here at H&A we DO NOT only prescribe to the here and now, but the future to success. The preverbal Whack-a-Mole approach will never solve your problems long-term, we put a foundation in place to solve these issues for today and tomorrow.
Businesses invest significant personnel time and financial resources when developing products or services and bringing those products or services to the market. Popular products become attractive targets for unauthorized third-party or online sales by unknown or masked marketplace operators, which diverts revenue, reduces brand value, and erodes customer confidence. Ironically, the more successful and more valuable the brand, the more likely the brand is to experience such goodwill and profit pilfering. For businesses, the question is when not if an unauthorized seller will infringe and exploit a brand.
Unfortunately, many businesses find themselves encountering a game of whack-a-mole with each challenge popping up and disappearing in an endless, chaotic manner. At H&A, we approach brand protection holistically, starting with the fundamental agreements, processes, and activities of distribution, educating invested stakeholders, and continuing through disrupting unauthorized sellers that tarnish brand image and divert business revenue.
