'Protection From Brand Infection; Counterfeit Batteries'

Protection From Brand Infection; Counterfeit Batteries

By CMO Council at 05/13/09 15:22

The Chief Marketing Officer Council released an intriguing study this week called "Protection From Brand Infection." The report involved a study of more than 300 senior-level marketers from various B2C and B2B sectors.

This, of course, is a huge problem for today's battery manufacturers, as production of counterfeit batteries has surged in recent years. Numerous accounts of fake batteries exploding, particularly in mobile devices, have been reported around the globe, resulting in numerous consumer injuries and deaths.  Naturally, unknowing consumers blame the battery manufacturers first -- not the scam artists!

What's more, counterfeiting, piracy and other types of fraud are impacting consumers and hurting brand reputation every day -- especially in a down economy. Counterfeiting costs the US economy over $200 billion each year; the toy industry alone estimates job losses close to 80, 000 jobs lost due to counterfeiting and fraud; between 5 to 7 percent of global trade is lost due to counterfeiting.

What can marketers do to mitigate the damage from fakes, frauds and infringements?

To purchase the report or download a free executive summary, please visit http://www.cmocouncil.org/resources/form_protection.asp.

 

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