Abstract

Firms may employ different approaches to protect their products. Previous research has typologized the tactics that firms might use in differing ways; among these have been tactics associated with individual products, those undertaken with partners, and whether a tactic is internally or externally focused. Yet there has been no systematic consideration of all the tactics firms might employ in protecting their brands. This research seeks to identify all the tactics that firms might use in a total business solution to brand protection. We gathered suggested tactics from 42 respondents (representing ranks such as managers, directors, vice presidents), 33 representing global, widely recognizable brand-owning firms and the remainder from universities or associations. Altogether, our respondents suggested 1,347 tactics, of which 756 were unique (many respondents from differing firms suggested similar tactics). Using a grounded-theory approach, we classified these tactics into 12 categories and dozens of subcategories. We found some differences in suggested tactics by firm size, as well as in depth and breadth of suggested tactics. More important, however, we found the role of brand protection is far greater than what previous research and taxonomies suggest. We confirm the presence of previous tactics, but identify many more as well, affirming the relevance of a total business solution. These included categories of tactics supporting each of the six principles of the total business solution: emphasizing prevention, proactivity, and strategy; identifying the infringer as the unseen competitor; creating and relying on performance metrics and using data and analysis to mitigate risk; creating a culture of continuous improvement and embracing learning; highlighting the value of internal and external controls and mechanisms for detecting and responding to infringements; and promoting a holistic approach that integrates and coordinates all parts of the firm for brand protection. Future research based on larger, random samples of a broader variety of firms may find still additional tactics or map these tactics to larger strategies.

摘要

公司可能会采用不同的方法来保护他们的产品。之前的研究已经对公司可能以不同方式使用的策略进行了分类；其中包括与单个产品相关的策略、与合作伙伴一起采取的策略以及策略是针对内部还是针对外部的。然而，并没有系统地考虑公司在保护其品牌时可能采用的所有策略。本研究旨在确定公司在品牌保护的整体业务解决方案中可能使用的所有策略。我们收集了 42 名受访者（代表经理、董事、副总裁等职位）的建议策略，33 名代表全球知名品牌拥有公司，其余来自大学或协会。我们的受访者总共提出了 1,347 种策略，其中 756 个是独一无二的（来自不同公司的许多受访者提出了类似的策略）。使用扎根理论方法，我们将这些策略分为 12 个类别和数十个子类别。我们发现不同公司规模的建议策略存在一些差异，以及建议策略的深度和广度。然而，更重要的是，我们发现品牌保护的作用远远大于之前的研究和分类法所表明的。我们确认了先前策略的存在，但也确定了更多策略，确认了整体业务解决方案的相关性。其中包括支持整体业务解决方案六项原则中每一项的策略类别：强调预防、主动性和战略；将侵权者识别为看不见的竞争对手；创建并依赖绩效指标并使用数据和分析来降低风险；创造持续改进和拥抱学习的文化；强调内部和外部控制以及检测和应对侵权机制的价值；并推广一种整合和协调公司所有部门以保护品牌的整体方法。未来基于更广泛的公司的更大、随机样本的研究可能会发现更多的策略或将这些策略映射到更大的策略。