Counterfeiters beware! This chapter offers managers of luxury firms the hands-on guide for the construction of a comprehensive brand-protection / anti-counterfeiting framework that consists of four main strategies: companies should 1) protect all of their tangible and intangible assets, meaning products, brands and Intellectual Property Rights (IPRs); 2) collaborate with national and international political and market entities; 3) prosecute off- and online infringers of IPRs; and 4) in-form, through awareness building campaigns and education programs, employees, enforcement officials, supply and distribution chain members and final consumers. Counterfeiting will not cease to exist because as long as there is a demand there will be a supply for fake goods. The recommendations and suggestions given in this chapter, though, aim at being a concrete support to original luxury brands engaged, on a daily basis, in the fight against counterfeits.
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