Watching For Threats

As the new millennium unfolds, it’s becoming more apparent that one of a consumer goods manufacturer’s most important assets is its brand. Consumers are willing to pay a premium price for their favorite brands, which translates into both profit and marketplace power.

But, brands face many threats and need to be protected. There are criminal enterprises that can steal a portion of the investment in a brand for themselves by counterfeiting or unlawfully distributing a product (called diversion), or worse, damage a brand’s equity and the manufacturer by hurting consumers who purchase a product (termed product terrorism).