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INTEREST CATEGORY: MARKETING AND SOCIETY
POSTING TYPE: TOCs

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Book Edited by Jeremy M. Wilson

PART I INTRODUCTION TO BRAND PROTECTION AND THE GLOBAL RISK OF PRODUCT COUNTERFEITS

1 The brand protector’s dilemma and the total business solution
Jeremy M. Wilson

PART II ASSESSING THE NATURE OF PRODUCT COUNTERFEIT RISK

2 Building and optimizing a brand protection program: a total business solution model
Jeremy M. Wilson and Clifford A. Grammich

3 Risk management and risk assessment for brand protection
Sean O’Hearen

4 Combatting illicit trade: understanding consumer motivations
Peggy E. Chaudhry and John Reiners

PART III MITIGATING THE RISK OF COUNTERFEIT PRODUCTS

5 Brand protection and organizational silos: integrating tactics and firm functions in the fight against counterfeits
Jeremy M. Wilson and Clifford A. Grammich

6 Options for mitigating the risk of product counterfeits: lessons from research and practice
Jeremy M. Wilson and Clifford A. Grammich

7 Communicating the value of brand protection through a persuasive internal communications approach
Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil and Jeremy M. Wilson

PART IV RESOURCE ALLOCATION FOR AND MEASURING THE VALUE OF BRAND PROTECTION PROGRAMS

8 Counterfeiting and anti-counterfeiting costs: an application of cost of quality concepts
B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson

9 Performance measurement for brand protection: a strategic scorecard approach
Sean O’Hearen

10 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

PART V THE TOTAL BUSINESS SOLUTION IN PRACTICE

11 Brand protection: creating an enforcement framework for action
Warren MacInnis

12 Product integrity for patient safety: a Pfizer case study
Chanterelle Sung

13 Calculating brand protection impact
John Carriero

14 The never-ending brand protection conundrum
Vivian Vassallo

PART VI TENETS OF THE TOTAL BUSINESS SOLUTION

15 Implementation of a total business solution for brand protection: core principles in theory and practice
Jeremy M. Wilson