BETHESDA, Md- (Nov. 11, 2014) – When it comes to protecting corporate brands, China, India, and Russia received the lowest scores among the world’s ten largest economies by GDP, according to a new survey by Consero Group, an international leader in creating high-level, invitation-only events for senior executives. The results were reported as part of the 2014 Brand Protection Survey, compiled by Consero Group.
Asked first to rate brands on a one-to-ten scale, with one representing “Not Safe at All,” and ten representing “Completely Safe,” brand protection executives ranked China an average of 2.45, representing the lowest score. India received a 3.06 and Russia a 3.40. Each country’s average in response to this question was termed its Brand Protection Index score within the survey report.
“As counterfeiting becomes increasingly sophisticated, brand protection has never been more challenging for the world’s largest corporations,” said Paul Mandell, Founder & CEO of Consero. “These findings demonstrate there is much to be donenot just in the three lowest-ranked nations, but around the world.”
While the U.S. received comparably positive scores, there was clearly room for improvement. A small percentage of participants reported that U.S. enforcement activity to protect corporate brands has decreased in the past year.
Positive Outlook for China
While China received the lowest Brand Protection Index score, it was also seen as the most improved country in brand protection over the past year. A total of 60 percent of survey respondents said the amount of government enforcement in China has increased over the past year.
“The improvements noted regarding China’s brand protection efforts appear to be a positive sign, and a reason for optimism that growth of foreign companies in China may come with diminished brand risk over time,” said Mandell.
Brand Protection Solutions
“Solutions for brand protection come in many forms,” said Mandell. “Governments seem to recognize the value of regulations to enhance brand protection, and companies are increasingly pursuing sophisticated new efforts to protect themselves.” Mandell added, “Counterfeiting education and awareness are also important weapons in the battle for brand protection.”
The 2014 Brand Protection Data Survey was conducted by Consero Group among brand protection professionals at companies with revenues in excess of USD $500 million. Consero conducted the survey of brand protection professionals in order to explore trends in the world’s ten largest economies. This is the first year of the survey, which received 57 responses.
Founded in 2010, Consero Group is an international leader in creating industry-specific events for senior-level executives in industries that include: Legal, Compliance, Shared Services, Customer Experience, Finance, IT, HR, Procurement, among others. With operations in the U.S. and in Europe, Consero is best known for transforming the executive experience through intimate, invitation-only programs in a sophisticated learning environment with high-level content. For more information on Consero, please visit www.consero.com.
Mark Allen & Company