The Best Way to Measure Your Anti-Counterfeit Effectiveness

The Best Way to Measure Your Anti-Counterfeit Effectiveness

In certain ways, brand protection is very similar to marketing. The latter fights for control of market share against legitimate competitors, while the former works to reclaim market share stolen from illegal traders and discourages loyal fans from buying counterfeits.

 

But how can we measure anti-counterfeit effectiveness just like they do in the marketing department?

 

In short, it’s (almost) all about results and how you show them
Brand protection departments are now under more pressure to deliver results that can be tangibly measured.

 

The same is true for marketing professions.

 

Today’s marketing managers and BPMs are both expected to know exactly where resources should be allocated, and have a clear idea of their impact on market result and revenue generated. Consequently, the two can share the same basic methods to display their results, including…

Key Performance Indicators – KPIs

Key performance indicators (KPIs) are used on a daily basis in the marketing department. They are a set of quantifiable measures that a company or industry uses to gauge or compare performance in terms of meeting their strategic and operational goals.

For instance, marketing KPIs and metrics can include: incremental sales, web traffic sources, key word performance, etc.


Which KPIs should you monitor for anti-counterfeit purposes?

  1. First, list your goals with your management team.
  2. Then, list the possible measures you can take to reach those goals, these are the KPIs you’ll use to measure anti-counterfeit activity effectiveness.
  3. Your plan for enforcing these goals will be directly related to your team’s performance.
  4. Therefore, the team be responsible for the monitoring their own performance and reporting statistics

Here are some examples of anti-counterfeit metrics and KPI:

Table 1 – Common Anti-Counterfeit Goals and Associated Metrics

Goals Possible Metrics Resources Responsible
Customs Seizure Customs training, EDB System, Public resources, law firms Regional BPMs
Web Control Web monitoring, report channel, cooperation with internet service provider Monitoring software Core team
Market Control Field investigation, cooperation with local authorities, industrial association Investigation firms Regional BPMs
Internal Security R&D, production, marketing material, supply chain, distribution channel Internal departments Core team
Team Management Work flow, information sharing, communication channel, statistic, report Case management software Core team

 

When putting your measurement program in place, you may wonder how will you be able to quantify certain activities, how frequently you’ll collect your data, and how can you share the statistics with your managers and colleagues all over the world.

 

Thankfully, modern technology allows BPMs to log in to a web-based system securely and access their data dynamically. So, to easily generate an annual, monthly or even weekly report, all you need to do is to press a button called Report. See dhanticounterfeit.com for more information.

No Comments

Post a Comment

Top