Brand management refers to the application of various marketing techniques to increase customer's perception of a product, product line, value and services leading to increase in franchise and brand reputation.

1. Brand Management Solutions in the Wake of Counterfeits
No brand climbs the success ladder overnight. The success of every brand lies in the operational and
marketing strategies of the enterprises. It is the cumulative result of years of hard work put in by
their product development teams, marketing professionals and their customer centric service that
help them build a strong customer relationship. With so much of effort going into making of a brand,
enterprises need to have adequate brand management processes in place to protect the same.
Results of a survey conducted by Vancouver-based consultancy shows that buying decisions of 72% of
consumers’ are influenced by the brand reputation and brand names and nearly 80 percent of
employees prefer working for reputed brands at the cost of less pay packet. Brand becomes a mark
of distinction for the business and a promise to the customers.
Brand management refers to the application of various marketing techniques to increase customer's
perception of a product, product line, value and services leading to increase in franchise and brand
reputation.
Effective brand management will include steps to protect the brand from counterfeiting and legal
actions against trademark usage. The counterfeit products market thrives with availability of
customers to buy products at bargain offers. Further with the internet and e-commerce every
enterprise tries for a web footing providing more scope for the counterfeits. Thus in today's techno
savvy world counterfeiting has evolved as one of the fast growing and far-reaching crimes effecting
industry verticals.
Being the lifeline of business, technology giants are working on innovative techniques to help
enterprises with effective solutions for protecting and managing the brand from counterfeiting,
Phishing, false advertising and movement of website traffic to fraudulent sites. Further, to combat

2. high operational overheads, global enterprises make use of lower cost regions of manufacturing their
products and components. Such outsourcing of the production lines to low cost regions puts
protection of intellectual properties at stake.
With the widely spread counterfeiting market today effecting most industry verticals, the global
enterprises face the challenge of providing brand management solutions to a multinational
environment. Further, as counterfeiting affects the enterprise's IP and unique selling propositions,
they need to implement effective anti-counterfeiting solutions that will provide them with online
fraud protection solutions as well as safeguard their brand reputation. Nevertheless, with the
advancement in technology, enterprises can today build up strategies that involve social media and
web based solutions that will enable
• 24/7 search on internet violations
• Locate new targets, large players and networks that sell counterfeits
• Extensive research on target audience to convert them to a customer
Integrating social media with online media marketing only facilitates enterprises through effective
management of the brand's reputation and successful brand management techniques.
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