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