Dear Brand Protection Professionals:
Welcome to 2021 and better things ahead!
For this edition of the BPP, we look at packaging. Along with its traditional role of protecting the products they encase and serving as advertisement of product contents, packaging serves an important purpose in protecting brands against counterfeiting, and in the COVID age, has brought forward some increasing risks (healthcarepackaging.com, 2020). Accordingly, this edition includes several enlightening articles on this subject:
BP Forum discussion is on the most important factor(s) brands should consider in developing packaging for brand protection purposes from panelists in “A Brand’s New World,” Part 2 panel on “Recent Trends in Packaging from Technology to Legal”; an insightful article from a global healthcare products company on destruction practices and recommendations “Waste Destruction – An Integrative Framework Under the Brand Protection Lens”; advice from the Professional Pointer column discussing “The Problem with Patents and the Power of Packaging”; an article from one of our A-CAPP student interns from the MSU School of Packaging who shares observations on counterfeiting and ties to packaging in “The Importance of Brand Protection From the Perspective of a Packaging Student”, accompanied by commentary from Professor Jay Kennedy, and an explanation of the packaging area of study by MSU’s Cimberly Weir “Meet the School of Packaging at Michigan State University: An A-CAPP Center Partner”; and lastly, practitioners have a chance to participate in the conversation with the Temperature Test poll on the input in packaging decisions for brand protection purposes.
Also included in this edition are a number of insightful articles including one by our 2020 Brand Protection Hero, Roy Albiani of Johnson & Johnson in “Combating Counterfeit Medical Devices: A Case Study“; thoughts on the new Biden administration and what this will mean to brand protection specifically in “Is Biden the ‘Brand Protection’ President?”; in the Legislative Update, a discussion of “The Trademark Modernization Act: What Does it Do and Why Should Brand Protection Professionals Care?“; the power and influence of state laws, such as reflected in recent win in the Michigan legislature on airbag safety laws designed to address counterfeits are discussed in “How Honda Encouraged More Than Half of U.S. State and Local Governments to Fight Against Counterfeit Airbags”; an interview with the legal team of a popular consumer brand on how it fights counterfeits in “The ITC Exclusion Order: A Tool in Your Brand Protection Toolbox”; from a “View From the Field: Cyber, Physical and Facebook”; an opinion and guidance piece on legislating social media to protect against counterfeits in “What is Social Media Squatting and is it Time to Legislate?”; the previous Temperature Test poll shows whether BP practitioners are monitoring influencers for threats to their brands; check out the latest in “The Bulletin” and “In the Headlines/What to Watch” and finally, introduction of another new tool developed by A-CAPP available under the resources tab, a comprehensive chart of anti-counterfeiting organizations worldwide.
The BPP’s mission is to provide our readers with relevant material “to advance brand protection through the establishment of an accessible, comprehensive forum containing essential information for the brand protection community.” Please, always feel free to contact me directly at email@example.com.
Editor in Chief & Industry Fellow
Center for Anti-Counterfeiting and Product Protection
Michigan State University
The Brand Protection Professional: A Practitioner’s Journal (BPP) is a quarterly resource dedicated to reporting on brand protection issues, research and professional information for in-house brand protection practitioners. The BPP aims to advance brand protection through the establishment of an accessible, comprehensive forum containing essential information for the brand protection community.
The BPP is offered as a service to the brand protection community. While every effort is made to check information in the BPP, MSU disclaims any and all warranties or any kind or nature, whether express or implied, relating, in any aspect, to the content, publication, or distribution of the BPP. MSU further disclaims any express or implied warranties of merchantability or fitness for a particular purpose and disclaims any express or implied warranty regarding infringement of any copyright, trademark, or other rights of third parties in connection with the publication or distribution of the BPP. MSU disclaims all warranties and responsibility for the quality or accuracy of representations made by contributors to the BPP. In no event shall MSU ro its trustees, officers, employees or agents be responsible for any direct, indirect, special, punitive, incidental, or consequential damages or list profits of contributors or third parties, under any legal theory, related to publication, or its decision not to publish, a contributor’s submission. It is the responsibility of the readers to independently investigate and verify the credentials of such persons and the accuracy and validity of the information provided by them. This publication is provided for general information purposes only and is not intended to provide legal or other professional advice. The BPP provides several links to websites or resources for information purposes only. Such links do not constitute an expressed or implied endorsement or approval by the BPP of any website or resource link. We are not responsible for the availability of such external sites or resources, and are not responsible or liable for any content, advertising, products, or other materials on or available from such sites or resources. We shall not be responsible or liable, directly or indirectly, for any damage or loss caused or alleged to be caused by or in connection with use of or reliance on any such content, goods, or services available on such external sites or resources.
Copyright & Reprints
Copyright in the BPP is held by the Board of Trustees of Michigan State University. For the purposes of sharing your article via social media or otherwise, you may provide a link to the article if such includes required attribution and any applicable subscription/registration links. For purposes of placing content from the BPP in other publications, you are permitted to quote individual facts or figures if you provide a valid link to the relevant article of the BPP. But without attribution and permission you may not copy tables, graphs, maps, other graphical elements, large passages, or entire articles or features.
If you need permission to replicate, reproduce, publish, distribute, or transmit BPP content for any purpose other than that specified in our full copyright and reprint policy, please contact MSU Technologies at firstname.lastname@example.org for permission.
THE BRAND PROTECTION PROFESSIONAL | MARCH 2021 | VOLUME 6 NUMBER 1
COPYRIGHT 2021 MICHIGAN STATE UNIVERSITY BOARD OF TRUSTEES