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How Pilot Controls Its Brand on European Marketplaces in 2025

In the evolving landscape of e-commerce, brand protection on marketplaces has become paramount. Pierre Giraud, General Counsel of Pilot Europe, shares insights into their proactive approach to safeguarding the Pilot brand across European marketplaces.

Challenges Faced by Pilot

Pilot encountered two primary challenges:

Counterfeit Products: The proliferation of counterfeit Pilot products on various marketplaces posed significant risks to brand integrity and customer trust.
Unauthorized Parallel Imports: Resellers were importing Japanese versions of Pilot products and selling them in Europe without authorization, leading to issues with pricing consistency, product compliance, and distribution rights.

Strategies Implemented

Initially, Pilot’s approach involved manual detection and legal notices to unauthorized sellers. However, this method proved time-consuming and often ineffective. Recognizing the need for a more efficient solution, Pilot adopted several strategies:

Automation Tools: Implementing specialized software to detect and notify instances of counterfeit products and unauthorized sellers.

Collaboration with Marketplaces: Engaging directly with platforms like Amazon and eBay to utilize their brand protection programs, such as Amazon’s Brand Registry and eBay’s Verified Rights Owner (VeRO) program.

Monitoring and Adaptation: Continuously monitoring the effectiveness of these strategies and adapting to new challenges, including the emergence of sophisticated counterfeit methods and seller impersonations.

Outcomes Achieved

Through these concerted efforts, Pilot achieved significant improvements in brand protection:

Reduction in Counterfeits: A noticeable decrease in counterfeit Pilot products on major marketplaces.
Enhanced Brand Integrity: Improved customer trust and brand reputation due to consistent product quality and compliance.
Efficient Enforcement: Faster and more effective removal of unauthorized listings, thanks to direct collaboration with marketplace enforcement teams.

Future Directions

Pilot continues to refine its brand protection strategies by :

Investing in AI and Machine Learning: Leveraging advanced technologies to detect and prevent counterfeit activities proactively.
Strengthening Marketplace Partnerships: Building stronger relationships with marketplace platforms to ensure swift action against infringements.
Educating Consumers: Raising awareness among customers about purchasing authentic Pilot products and recognizing authorized sellers.