Björn Borg was Yellow Brand Protections very first client, the cooperation started 2010. Read about the successful story, presented by Björn Borg and Yellow Brand Protection.

1. THE CASE STUDY
Fighting online counterfeiting
Global Brand Protection Summit, Amsterdam
22 September 2016

2. 2 16-09-22 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 Bjorn Bjorg approach to winning the social
media battle

3. 3 16-09-22 Björn Borg
THE BJÖRN BORG BRAND

4. 4
OUR FIGHT AGAINST ONLINE COUNTERFEITING
16-09-22 Björn Borg
Starting off - the problems we were facing
• The counterfeiting problem was growing
• Low return on anti-counterfeit investment
• New battle field emerging – online
[STATISTICS PER STARTING DATE
– NO OF ADS FOUND FIRST PERIOD ETC.]

5. 5
SETTING THE OVERALL STRATEGY AND THE ATTACK PLAN
16-09-22 Björn Borg
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. 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

7. • Making sure we had the right documents
• Training – products etc.
• Prioritisation of focus
• Communication and education with all affected
online marketplaces
7
PROJECT KICK-OFF
The need of a good foundation and action plan
Global Brand Protection Summit 2016

8. • Finding counterfeit ads that are leaving out the
brand name (or misspelling it)
• Netherlands – huge volumes
• Counterfeit prints
8
KEY CHALLENGES
Global Brand Protection Summit 2016

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Global Brand Protection Summit 2016
The standard copy - Found on iOffer
COUNTERFEIT
• 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

10. 10
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

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Global Brand Protection Summit 2016
Harder to spot the counterfeits
COUNTERFEIT
• Today counterfeiters are getting better
• Harder to identify the fakes
• Still visible to the trained eye to spot

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Global Brand Protection Summit 2016
SOLUTIONS – MARKETPLACES
How 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 - MARKETPLACES
From Oct 2010 – Aug 2016
Global Brand Protection Summit 2016
36 990 36 216

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SO WHAT WERE THE RESULTS FOR US AS A BRAND…?
16-09-22 Björn Borg

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SOLUTIONS – SOCIAL MEDIA
How 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

16. 16
STATS SOCIAL MEDIA
From Oct 2014 – Aug 2016
Global Brand Protection Summit 2016

17. 17
STATS SOCIAL MEDIA
From Oct 2014 – Aug 2016
Global Brand Protection Summit 2016

18. • Brand is under control – marketplaces more or less
cleansed
• Focusing more and more on the new frontier; social
media sites
18
ONGOING
Where we are now and where we are going
Global Brand Protection Summit 2016

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SOME KEY TAKE-AWAYS
16-09-22 Björn Borg
• Set a clear focus – and dare to defocus
• Select the right partners
• Be consistent, and persistent
• Name your enemy
• Aiming for a self-managed program, connect your
partners
• Social media is trickier, but not impossible

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