Combating Counterfeiting: How Owners Can Protect Their Brands
Lane Powell Counsel to the Firm Julianne R. Davis and Shareholder Parna A. Mehrbani co-authored an article in Oregon Business magazine’s September 2014 issue titled “Combating Counterfeiting: How Owners Can Protect Their Brands.” The sale of counterfeit goods has increased significantly in recent years, and is predicted to reach $1.7 trillion worldwide by 2015. In addition to damaging a brand owner’s reputation, counterfeit goods also create serious health and safety concerns for customers. In the article, Davis and Mehrbani discussed the sale of counterfeit goods, as well as the actions that companies may take to monitor and safeguard their business against online counterfeiting.
The question is, “What can a business do to protect its brand online?” Not all is lost, but it takes dedication and diligence to effectively combat the online sale of fraudulent goods. There are three basic steps in the battle: First, a brand owner must establish where and how the brand should appear online. Second, the brand owner needs to regularly detect and follow where the brand is being abused online. Third, one must respond by enforcing rights and using all avenues available to remove online illicit uses of the brand. This is not an easy task, but it does reap significant results. The key to success in curbing online counterfeiting is dogged perseverance.