As markets shift and consumer behavior evolves, protecting your brand has never been more critical. From fluctuating stock prices to rising cost-of-living concerns, these changes create opportunities for counterfeiters to exploit. As consumers become more price-sensitive, the appeal of cheaper, counterfeit goods grows—putting your brand’s reputation and revenue at risk.

This article outlines strategic steps to protect your brand in uncertain times, with real-world examples to bring each tactic to life.

Understanding the Surge in Counterfeiting During Times of Change

Periods of economic uncertainty or shifting consumer behavior often lead to increased demand for low-cost alternatives, making people more vulnerable to counterfeit products. Counterfeiters seize these moments to flood the market with fake goods, capitalizing on the shift in demand.

The ramifications for brands are extensive, including financial losses, reputational damage, and potential legal liabilities. Moreover, some counterfeit products such as protection gears, excise equipment, toys, medical devices and pharmaceutical products can pose safety risks to consumers.

For instance, 3M launched lawsuits against vendors of counterfeit versions of its N95 masks in June 2020. ​

Prioritizing High-Risk Platforms and Hidden Channels

Counterfeiters often target specific platforms and channels to distribute their products. To combat these threats, brand protection teams can implement the following tactics:​

• Closely Monitoring Online Marketplaces with Deep Discounts: Platforms such as Temu have been identified as hotspots for counterfeit listings. For example, sellers on Temu have been accused of copying product photos and descriptions from Amazon listings, leading to intellectual property infringements and brand dilution.

• Scrutinizing Social Media Commerce and Private Chat Rooms: The rise of social commerce on platforms like Facebook Live, TikTok Shops, Discord, and Reddit has provided counterfeiters with new avenues to reach consumers. A notable case involved influencers being paid to promote counterfeit designer goods from China, exploiting the platform’s vast reach. Vigilant monitoring of these channels is essential to detect and address counterfeit activities.​

• Evaluating Local Resellers and Distributors: Regular audits of resellers and distributors can uncover unauthorized sales of counterfeit goods, ensuring that only legitimate products reach consumers. For instance, Amazon and Cartier filed joint lawsuits against a social media influencer and businesses for allegedly promoting and selling counterfeit Cartier jewelry on Amazon.​

Educating Internal Teams and Consumers

Awareness is a powerful tool in combating counterfeiting.

• Train Customer Service Representatives: Equip your customer service team with the knowledge to identify and address complaints related to counterfeit products. This enables them to provide accurate information and take appropriate action when counterfeit issues arise.​

• Develop Consumer Awareness Campaigns: Launch initiatives to educate consumers on how to distinguish genuine products from counterfeits. Providing clear guidelines and emphasizing the importance of purchasing through authorized channels can deter counterfeit purchases. For example, brands like Moroccanoil have implemented tracking technology and customer awareness initiatives to combat fakes.​

Leveraging Data-Driven Brand Protection Strategies

During times of change, brands must do more with less—making smart use of data essential.

• Implement Advanced Monitoring Tools: Utilize platforms that offer real-time data on counterfeit activities, enabling swift action against infringers. Amazon’s Project Zero, for instance, allows brands to remove counterfeit listings themselves, streamlining the process.​

• Analyze Key Metrics: Focus on metrics such as takedown speed, numbers of repeat offenders, and the financial impact of counterfeit goods on your brand. This data-driven approach allows for informed decision-making and efficient allocation of resources.​

Fostering Cross-Departmental Collaboration

A unified approach enhances the effectiveness of brand protection efforts.

• Coordinate with Legal Teams: Collaborate with legal departments to pursue enforcement actions against counterfeiters, including cease-and-desist letters and litigation when necessary.

• Engage Marketing and Customer Services Teams: Work with marketing and customer services teams to manage public perception and communicate the brand’s commitment to combating counterfeiting. Brands like Beauty of Joseon have taken proactive measures, including customer education initiatives, to combat fakes.​

• Align with Cybersecurity Teams: Regularly meet with your corporate cybersecurity teams to learn the latest digital attacks and tactics used by counterfeiters and fraudsters.​

Positioning Your Brand for Future Growth

Protecting your brand now sets you up to move faster and smarter when conditions improve.

• Secure Your Supply Chain: Use this time to audit and tighten your distribution network. Unauthorized or weak links are prime entry points for counterfeit goods. Amazon’s efforts to disrupt counterfeit networks, leading to the seizure of over 240,000 counterfeit items, highlight the importance of securing supply chains.​

• Build Scalable Playbooks: Design enforcement strategies that can scale quickly—automated workflows, smart prioritization, and cross-team collaboration will save time when cases spike.​

• Track, Learn, and Improve: Track what’s working. Use insights from today’s environment to inform a smarter long-term brand protection strategy.

• Deploy Advanced Technologies: Advanced AI-assisted Technologies such as Hubstream can quickly assist resources constrained team to set up a scalable operations.

Conclusion

Even in times of uncertainty, brands have powerful tools to safeguard their integrity. By combining proactive monitoring, team education, smart use of data, and cross-functional coordination, companies can stay ahead of counterfeiters and protect both customers and brand equity.