Fraudulent products hurt sales and reputations of companies such as Nestle SA, Procter & Gamble Co. and Unilever and may pose health risks.
The boom is being driven by:
1. The Internet, which makes it easier to find customers
2. The development of cheap, high-quality printing equipment that allows criminals to mass-produce packaging
3. Increasing trade with Asia, where trademark rules are less rigorously enforced.
4. A lack of consumer awareness, making copying household goods less risky than targeting luxury handbags and watches.
So:
1. Unilever's stops the goods before they enter Europe or North America, where it's trickier to track them down. It registers brands locally and depends on salespeople and distributors in Asia to gather evidence of fakes.
2. PepsiCo Inc. of Purchase, New York, works with national authorities to protect its brands.
3. Red Bull GmbH, maker of the world's most popular energy drink, has a global network of samplers who seek out rip-offs.
Counterfeits hit revenues directly first and then indirectly via reputation.
Counter-counterfeiting = revenue squared ?
[Click here for full story at: BLOOMBERG.COM]
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