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THE CASE STUDY Fighting online counterfeiting
Global Brand Protection Summit, Amsterdam22 September 2016
Victoria Swedjemark, Björn Borg, and Daniel Bennett, Yellow Brand Protection
2 3 maj 2023 Björn Borg
THE BJÖRN BORG CASE STUDY – HOW BJÖRN BORG HAS SUCCESSFULLY FOUGHT ONLINE COUNTERFEITING.
• Highlighting the pillars of Björn Borg’s successful anti-counterfeiting strategy
• Showcasing the strategies utilised for online anti counterfeiting and the results achieved
• Exploring the Björn Borg approach to winning the social media battle
3 3 maj 2023 Björn Borg
THE BJÖRN BORG BRAND
4 3 maj 2023 Björn Borg
OUR FIGHT AGAINST ONLINE COUNTERFEITING
Starting off - the problems we were facing • The counterfeiting problem was growing• Low return on anti-counterfeit investment• New battle field emerging – online
5 3 maj 2023 Björn Borg
SETTING THE OVERALL STRATEGY AND THE ATTACK PLAN
Pillars of the strategy • Framing the battle ground - online sales• Identifying the enemy – the small resellers• Focussing geographically
And of course – selecting the right partners
• Finding the right online monitoring partner• Connecting with local lawyers on the ground
Designing the program - defining some clear and simple rules
6
Global Brand Protection Summit 2016
YELLOW BRAND PROTECTION STEPPING IN – CLIENT SITUATION
• Counterfeits – mainly low quality
• Main problems in the Netherlands and Denmark, as well as in China
• Mainly marketplaces but also some web shops
• Mainly underwear
• Good trademark portfolio!
Status 2010
• Making sure we had the right documents
• Training – products etc.
• Prioritisation of focus
• Communication and education with all affected online marketplaces
7
PROJECT KICK-OFFThe need of a good foundation and action plan
Global Brand Protection Summit 2016
• Finding counterfeit ads that are leaving out the brand name (or misspelling it)
• Netherlands – huge volumes
• Counterfeit prints
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KEY CHALLENGES
Global Brand Protection Summit 2016
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Global Brand Protection Summit 2016
The standard copy - Found on iOfferCOUNTERFEIT
• This is an example of a typical copy – with authentic-looking packaging
• 25 USD for a pair
• 10-15 days delivery
• Shipping world wide
• Only Paypal payment
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Global Brand Protection Summit 2016
The super fake – found on c2345.com (Taobao agent)COUNTERFEIT
• This is a typical early copy in China – no similarity to the original at all
• Blorn Borg
• Wholesale pricing
• Location; Shanghai
11
Global Brand Protection Summit 2016
The better the copy – the better the profitCOUNTERFEIT
• In the Nordics we spot the better versions
• Nordic sellers often set a higher price in order to not look suspicious
• Hard for the untrained eye to spot the differences
• ”I have 6 pairs…..15 pairs are 2500 DKR…”
I have 6 pairs. Original price 350 DKR/pair (47 EURO)My price: 250 DKR/pair (34 EURO)10 pairs 2000 DKR (268 EURO)15 pairs 2500 DKR (335 EURO)
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Global Brand Protection Summit 2016
SOLUTIONS – MARKETPLACESHow to improve the success rate and efficiency of brand protection
• Make sure you cover all marketplaces. Report sellers continuously (sometimes several times per day.
• Cooperate with legal team
• Educating IP team at marketplaces
• Using smart key words and images
• Keep track of the repeat / serious offenders
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RESULTS - MARKETPLACESFrom Oct 2010 – Aug 2016
Global Brand Protection Summit 2016
36 990 36 216
14 3 maj 2023 Björn Borg
SO WHAT WERE THE RESULTS FOR US AS A BRAND…?
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SOLUTIONS – SOCIAL MEDIAHow to win the social media battle
Global Brand Protection Summit 2016
• Map all groups (both closed and open ones)
• Clean up old postings
• Follow up on repeat offenders
• Try to identify source by cross-checking data
• Cooperate with legal teams
• Use smart key words and images – it is more difficult to find content on Social Media sites
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STATS SOCIAL MEDIAFrom Oct 2014 – Aug 2016
Global Brand Protection Summit 2016
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STATS SOCIAL MEDIAFrom Oct 2014 – Aug 2016
Global Brand Protection Summit 2016
• Brand is under control – marketplaces more or less cleansed
• Focusing more and more on the new frontier; social media sites
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ONGOINGWhere we are now and where we are going
Global Brand Protection Summit 2016
19 3 maj 2023 Björn Borg
SOME KEY TAKE-AWAYS
• Online anti-counterfeiting is key
• Set a clear focus – and dare to defocus
• Select the right partners
• Find your best practice and stick to it
• Be consistent, and persistent
• Name your enemy
• Aim for a self-managed program, connect your partners
• Social media is tricky, but not impossible
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