It is hard to underestimate the impact of counterfeiting – both in reputation and in dollars – in today's global marketplace. Analysts estimate that a full 25 percent of global Internet commerce today involves counterfeit products. No longer relegated only to flea markets and copy-cat websites, counterfeits permeate virtually every retail source, including legitimate full-price retailers. Counterfeit parts are also known to find their way into name-brand merchandise, putting more than consumer confidence at risk. The magnitude of the counterfeiting problem is staggering, is experienced across virtually every industry, and poses not just a risk to corporate profits but a very real risk to consumer health and safety.
Although no brand is 100 percent immune from the impact of counterfeiting, the extent of loss your brand suffers at the hand of counterfeiters will depend on a number of factors, including how you interact with the global marketplace and the checks put into place that make it possible to track and evaluate the impact and source of counterfeiting. The companies that are most successful at anti-counterfeiting initiatives make sure their anti-counterfeiting efforts are enterprise-level undertakings, coordinated across business units. From a cultural standpoint, companies that view counterfeiters as a competitive and not just legal concern have the best chance at minimizing the impact on the bottom line.