Case study of a brand protection on marketplace – How can an international brand regain control over marketplaces ?
For strategic and privacy reasons, the brand in question will not be mentioned in this study.
About the brand
The brand in this study manufactures and distributes consumer goods worldwide.
Its distribution network includes, like many other companies, subsidiaries in several countries around the world, wholesalers, distributors and retailers.
As a result, the brand must manage a complex ecosystem.
Issue
This brand is sold in several countries and therefore operates under different distribution rules depending on geographical areas and consumer needs.
However, marketplaces make it easy to market products globally and without borders, so items appear everywhere, often outside the brand’s intended strategy.
A process that allows you to move forward step by step while increasing the skills of the teams
brand protection marketplace
1 – Detection
In order to qualify and quantify the problem, we launched a detection on the targeted platforms based on their key indicators.
This data allowed us to validate the implementation of an action plan.
We shared precise insights allowing the teams to understand the functioning of the targeted platforms in order to facilitate internal reporting.
SELECTED KEY PERFORMANCE INDICATORS
- The product must be identified with the tracked brand
- The product must be sold in Europe
- The seller of the product must not be European
Simple data to enable easy internal decision-making and reporting
2 – The notification
The inventory made it possible to identify the offenders and the problems. We then set up a process to report these accounts and products on the targeted platforms.
We then proceeded with the reporting in collaboration with the internal and external teams, such as the law firms or the teams of the platforms concerned, for example.
A work that delivers long-term results
3 – Tracking
In order to prevent repeat offenders, we have made this detection and reporting process monthly, and automatized.
This was set is in order to prevent repeat offenders from any action on the targeted platforms.
A side benefit is that this work gave credibility and meaning to local actions undertaken by subsidiaries directly victims of this phenomenon.
Tailored strategies designed for your brands
Contact us today for a personalized consultation tailored to your brand’s unique needs. Let’s discuss how we can help you succeed — book a meeting!