For this Temperature Test poll we looked at discontinued products. Most brands have them, as it’s the nature of a product’s life cycle. But the poll responses confirmed my belief that not much consideration is given to brand protection issues for discontinued products. Think about it: your company expends time and resources toward every product it launches and continues providing resources to help that product increase and sustain its market share. The product bears your trademark and, if you’re lucky, becomes iconic to your brand. But a counterfeiter’s interest doesn’t end when your company ends production and sale of that product. In fact, a counterfeiter’s interest may grow because your company has already done the hard work. So your company may not have any more sales for the discontinued product, but those who are counterfeiting it do. This can damage your brand as poor-quality products are sold under your trademark, lead to brand confusion, and possibly make consumers reluctant to buy other products from your brand. Brand protection professionals need to lobby internally for involvement in planning for afterlife protections when a company discontinues a product. The discontinuance policy is a disconnect. Let’s call this Temperature Test a call to action!
Has your brand experienced counterfeiting on a discontinued product?
THE BRAND PROTECTION PROFESSIONAL | DECEMBER 2017| VOLUME 2 NUMBER 4
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