Avivah Litan, a Gartner Analyst, in her report stated that companies who incorporate anti-counterfeiting solutions in their brand protection efforts are the ones who are taking proactive action to protect their custom

1. Restore Confidence in Your Brand with Brand Protection Software
The advent of the Internet has played a significant role in the success of brands, products and services.
Enterprises today have various platforms to get the word out about their products or services such as
social networking sites, blogs, articles, emails, forums and so on. Moreover, the customers also use
the same platforms to get themselves heard. Thus, the Internet benefits both enterprises as well as
customers. On one hand, it helps enterprises to know the perception of the customers about products
or services while on the other hand, it helps customers to collect more information about the brands,
services and new product lines.
Today customer perception is influenced by factors such as product development, product design,
product quality, after sale service, support, customer service and so on. In such a scenario, enterprises
spend a significant amount of their time, revenue and efforts in maintaining a strong brand worldwide.
Today brand reputation is the key to increasing and maintaining a strong customer base, in view
of the fact that very often purchase decisions are based on brand reputation alone. However,
maintaining brand reputation is an uphill task because many crooks use the very same internet to
carry out counterfeit and gray market sales. When inferior and cheaper counterfeits of products flood
the Internet, it affects the perception and image of brand/brands worldwide. When products are
counterfeited or sold on the grey market, enterprises not only lose their hard-earned reputation but
also lose significant market share.
To meet these challenges head-on, enterprises need to partner with Enterprise Risk Management
(ERM) solution providers who can help in protecting the brand effectively. They use anti-counterfeiting
and brand intelligence solutions to shorten the process of finding where counterfeits are being sold
online. Not only that, it prioritizes violators and identifies the syndicates, the most sophisticated
violators who are doing the most damage to a company’s brand reputation.
Avivah Litan, a Gartner Analyst, in her report stated that companies who incorporate anti-counterfeiting
solutions in their brand protection efforts are the ones who are taking proactive action to protect their
customers. She believes organizations should let their customers know they are making an effort to
keep counterfeits off the market.

2. Thus taking cue from that, enterprises must deploy effective ERM solutions not only to find counterfeits
online, but also to shut down these illegal operations. Finding and shutting down counterfeits is one of
the most important steps in effective global brand management because when a brand owner succeeds
in reducing the amount of counterfeit and grey market sales of his products, confidence in his brand is
restored.
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