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CLASS 46


Now in its twelfth year, Class 46 is dedicated to European trade mark law and practice. This weblog is written by a team of enthusiasts who want to spread the word and share their thoughts with others.

Who we all are...
Anthonia Ghalamkarizadeh
Birgit Clark
Blog Administrator
Christian Tenkhoff
Fidel Porcuna
Gino Van Roeyen
Markku Tuominen
Niamh Hall
Nikos Prentoulis
Stefan Schröter
Tomasz Rychlicki
Yvonne Onomor
TUESDAY, 6 AUGUST 2019
How to measure the success of your online anti-counterfeit actions

The Anti-Counterfeiting and Parallel Trade Team has compiled a list of key performance indicators (KPIs) and a case study to help companies track online anti-counterfeiting efforts.

The sale of counterfeit and infringing products on online marketplaces is of ongoing and even growing concern for trade mark owners, not only in B2C but also in B2B business. Many companies have set up online monitoring and take-down activities either focusing on certain key countries or globally.

How do you convince your management to invest in this? The obvious answers – avoid harm to people, environment and profit; avoid dilution of your trade marks and reputation damage; safety; compliance – are often not enough.

There is a need to get organised and collect data to compose a management report. Hard facts and figures, commonly known as key performance indicators (KPIs), are expected to measure the impact and determine whether anti-counterfeiting goals are met.

The Team has compiled a list of KPIs and a hypothetical case study of the Sunshine company exploring how they can be used (click here to access – MARQUES login required). There are many individual approaches possible and businesses certainly differ, so please consider this as a checklist of possible KPIs.

By Petra Herkul, Chair of the MARQUES ACPT Team

Posted by: Blog Administrator @ 14.05
Tags: anti-counterfeiting, KPI, Sunshine,
Perm-A-Link: https://www.marques.org/blogs/class46?XID=BHA4768

MARQUES does not guarantee the accuracy of the information in this blog. The views are those of the individual contributors and do not necessarily reflect those of MARQUES. Seek professional advice before action on any information included here.


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