An active role only can defend the brand of brand owners against brand violation. Claessens Product Consultants investigated brand protection issues and formulated guidelines for an active and a defensive policy against violation of FMCG brands.
CPC recommended six aspects to keep in mind when protecting your FMCB brand: Develop a strong brand representation; Register your brand carefully and keep the registration up to date; Perform consumer-research to support the legal procedure; Act immediately when you suspect violation but limit the amount of cases you bring to court to one at a time. In the full text article (Dutch only) you can read more about these recommendations and about real brand cases.
