Brand protection in 2030
The shady counterfeit business has boomed into a global industry worth $461 billion. This is nearly doubled their share in the global market the latest decade. Brand owners recognise this threat and utilize a plethora of brand protection efforts to combat it, how will this industry adapt to the growing threat the coming decades?
Looking back, most if not all predictions of the future has been at the least partly inaccurate, many times hilariously so. We see no reason our predictions will be any different, that said from current trends combined with our expertise we can extrapolate these few things that we expect from the year 2030.
- Busier than ever
Emerging markets such as China and Brazil and underdeveloped markets such as African countries is building the reputation of their own brands. Counterfeiting also has the reputation of being a small risk high reward business. This is some of many reasons Anticounterfeit activates will undoubtedly continue growing.
Meanwhile, awareness of the economic and social impact of counterfeiting is increasing. That will lead to more counter measures, i.e. anti-counterfeiting investigations and law enforcement activities. We estimate that most IP intensive companies will set up their own brand protection team and deal with counterfeting issues more seriously.
- Brand protection managers everywhere at all times
Brand protection managers will no longer need to travel as often as they do today. We are already seeing a surge of telepresence through the internet but a face to face meeting is much more valuable. This value gap will decrease to the point of there being considerably less business travel and onsite raids. Identification of product can be done through VR technology and 3D camera. Customs training, partner (law firms and investigation firms) visiting and internal meetings will be done through telepresence, or holographic display technology that very much mimics a real interaction.
Brand protection teams will be more likely to have a centralized structure. Which means each brand protection manger will be located in the headquarters and have tighter cooperation with local partners.
- Cases will have mutated beyond recognition
As the consumer’s preferences have changed from possession to experience, sharing instead of owning and various levels of innovation. Counterfeiters will definitely target the consumers differently in the coming decades. Online infringement will count bigger parts among all cases. Meanwiles, when service is roundly attached to products, the urgency of protecting trademarks is not only on physical goods, but also on services.
- Technology will play a bigger role
Technology has quickly become essential parts of our lives and we see no reason for this to slow down. Artificial intelligence will help brands with data processing and decision making, robots and powerful computers will play a key role in the investigation. Product identification probably would need less and less human involvement. The Powerful data visualizing tools such as Power BI would make strategical decision making much easier and more accurate.
Technology plays a big role in most industries and brand protection is no different. For instance, more companies start using dedicated case management tools, like CaseMate, for brand protection collaborations. Many brands already use web monitoring tools on internet market control. The hologram tools are getting better to make it easier to distinguish original to replicas. However, a counterfeiter will always have the opportunity to see the technology that is used and have time to work around it.
In short, the counterfeit business is not going anywhere as long as the counterfeiters see the profits from doing it. This is an unending war and we are determined to stay on the frontlines.