Defining the global brand protection programme

Protecting your brand in today’s global marketplace has become a necessity for a corporations; to ensure not only a level playing field in the stream of commerce but also to afford the ability to maximise market penetration.

Mature brand protection programmes are aligned with a company’s business objectives and have a measureable impact on revenue growth. Regardless of the industry, mature programmes are defined by three overriding characteristics.

Ethics

A global strategy and infrastructure can only be successful when all programme activity is blanketed by an ethical creed. This overarching commitment to ensure all programme activity adheres to ethical and legal requirements is the baseline for all mature programmes. It is a commonality that clearly states that the programme and its participants, both internal and external to the corporation, must adhere to an outlined or prescribed set of company ‘standards of conduct’.