Handbook of Research on Counterfeiting and Illicit Trade
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Handbook of Research on Counterfeiting and Illicit Trade

Edited by Peggy E. Chaudhry

This unique Handbook provides multiple perspectives on the growth of illicit trade, primarily exploring counterfeits and internet piracy. It includes expert opinion on a wide range of topics including the evaluation of key global enforcement issues, government and private-sector agency initiatives to stifle illicit trade, and the evolution of piracy on the internet. The authors also assess the efficacy of anti-counterfeiting strategies such as targeted consumer campaigns, working with intermediaries in the supply chain, authentication technology, and online brand protection.
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Chapter 14: Online brand protection

Akino Chikada and Anil Gupta


The internet’s tremendous reach and economies of scale have revolutionized the way brands engage with customers and drive revenue. Companies in almost every industry have embraced the internet and e-commerce to grow their businesses and their brands; but so have fraudsters, counterfeiters, cybercriminals and other brand abusers. The digital world offers a sizable opportunity for fraudulent entities to hijack reputable brands for their own financial gain – and their tactics are becoming more and more sophisticated. Brands face a wide range of threats that can have a damaging impact on their reputation and customer trust, from counterfeiting and brand-associated phishing to content piracy and pay-per-click advertising scams. Fraudsters continue to leverage new and emerging channels, including social media outlets and mobile platforms, and are becoming adept at disguising their activity in hard-to-track areas of the internet.

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