The 3rd Annual A-CAPP Center Brand Protection Strategy Summit convened two panel discussions on Return On Investment (ROI). For the BP Forum we asked two participating brand owners the following question:
You participated on a Return on Investments panel at the A-CAPP Brand Protection Strategy Summit. As a brand owner, what were your takeaways?
Global Anti-Counterfeiting and Brand Protection Leader
DuPont
As discussed during the panel, Return of Investment (ROI) is a critical parameter that all business leaders, no matter their industry, are interested in. Business leaders want to know the investment they put in gives justifiable returns. How to measure the returns is a whole different / complex story. ROI for Brand Protection / Anti-counterfeiting work is a ‘soft’ measure, and difficult to quantify. It also is industry-dependent. The ROI measures and process may be grouped in few industry groups; e.g., ‘regulated industry segments’ like pharma and pesticide may have similar ROI measures.
No matter the industry, upstream and downstream stakeholder collaboration and specific industry group collaboration is very critical to get long-term returns or to change the enforcement / government authority perspective on the issue. This measure is critical but is also long term and hence cannot be accurately assessed in a year or other short duration.
Senior Manager
Client Services and Brand Protection
Avaya
Return on investment is about consistently demonstrating the value of brand protection efforts within an organization. The dialogue is key. While a true-to-nature calculation might make sense in the early phases of a project and as a complement to dialogue, the focus should shift toward continuous discussion around the ongoing results and impact of such efforts.
THE BRAND PROTECTION PROFESSIONAL | DECEMBER 2017 | VOLUME 2 NUMBER 4
2017 COPYRIGHT MICHIGAN STATE UNIVERSITY BOARD OF TRUSTEES