Chris Bailey recently contributed an article to Business Reporter highlighting the challenge brand protection teams face in demonstrating the value of anti-counterfeiting efforts.

Chris argues that companies often measure anti-counterfeiting success through raids, seizures and takedowns, which show activity rather than impact. Instead, he recommends focusing on visibility, reducing customers’ exposure to counterfeit products, and deterrence, changing infringers’ behaviour. By targeting the small number of operators responsible for most counterfeit activity and measuring these outcomes, brands can better demonstrate effectiveness, justify investment and strengthen consumer trust.

Read more>>Business Reporter - Customer Experience - Brand infringement: the business risk nobody can price