Manchester Business School

The effectiveness of emerging brand protection strategies for consumer goods and OEM

The aim of this dissertation is to identify and critically evaluate the strategies major US brand owners are using to combat both risk to their brand assets and lost revenues associated with the escalating volumes of counterfeiting worldwide.

Different categories of products face different threats. This study will focus on the problem of counterfeiting from the perspective of the consumer goods and OEM brand owner, to identify the strategies being used and to evaluate the effectiveness of these approaches.

While some product categories have faced counterfeiting problems for a number of years and have developed sophisticated techniques, others are facing a relatively new challenge. Many brand owners are considering using anti-counterfeiting techniques for the first time, others may wonder how to modify their approach in a changing environment.