Determining the value of brand protection programs: identifying and assessing performance metrics in brand protection

Jeremy M. Wilson, Clifford A. Grammich, B. William Demeré and Karen L. Sedatole

Chapter 10 in Brand Protection and the Global Risk of Product Counterfeits, 2022, pp 188-207 from Edward Elgar Publishing

Abstract: As brand owners deploy resources for brand protection, they seek to understand their return on investment and how to make their investments more effective. We investigate how firms measure their return on investment (ROI) in brand protection and consider alternatives to ROI that they might use. We interviewed brand protection professionals from ten firms in three broad industry categories: microelectronics and computer products; food, agricultural, and pharmaceutical products; and apparel, consumer, and luxury products. Because previous research on this topic is lacking, we identified firms' metrics for activities, outcomes, and valuation. We also sought to identify the context of implementation for their metrics. Our ultimate focus was to identify how firms measure their brand protection activities and outcomes, as well as the value of their efforts. We found firms most often measure their activities rather than assess activity outcomes or value. We summarize and classify the metrics respondents reported using and offer recommendations for improving brand protection metrics. Understanding current metrics and their context, as well as metrics firms might use, can contribute to the practice of brand protection measurement and the success of brand protection programs.

Keywords: Business and Management; Economics and Finance; Innovations and Technology; Law - Academic (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781839105814/9781839105814.00024.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:19701_10

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().