Many brand owners are afraid of the perceived high cost of brand protection. Those same brand owners likely pay high insurance premiums on their factories and businesses. The “brand insurance” that brand protection can provide is a minor investment considering the potential loss to brand reputation and the bottom line in the event that consumers lose trust in the product on the shelf.
Getting started on a brand protection path is made even more daunting because of the many tactics and technologies that have proliferated in the past decade. Brand owners have seen many come and go, yet they are still expecting a magic bullet that will solve all their brand protection needs. This will likely never come, so a layered strategy combining several technologies is advisable. To help you choose the best tactics, here are the key factors to consider.
