外文觀译原文DevelopmentandDeploymentofBrandProtectionStrategiesforChinaMaterialSource:MarketingReviewSt.GallenAuthor:TimoSohlCounterfeitinghasbecomeanenormousglobalchallengeforbrandowners.Companiesrecognizethatsolelylegalprotectionmeasuresarenotsufficienttohandlethisproblem.AcomprehensiveprotectionconceptseemstobenecessarytosecuretheirfutureperformanceespeciallyinthefastgrowingAsianmarkets.BasedonexperiencesofWesternbrandownersinChina,thisarticleprovidesguidanceforcompaniestodevelopandimplementappropriatestrategiestofightagainstChinesecounterfeiters.GlobalcompaniesincreasinglyprofitfromtheexpandingChinesemarket.Especiallycompanieswithstrongbrandnamesandinnovativeproductsachievesignificantgrowthrates.However,thesesalesarethreatenedbyaseriousphenomenon:counterfeiting.AccordingtotheCounterfeitingIntelligenceBureau(CIB)oftheInternationalChamberofCommerce(ICC),counterfeitingaccountsfor5-7%ofworldtrade,worthanestimated600billionUSDayear(CounterfeitingIntelligenceBureau2008).In2007,EuropeanCustomsseizedmorethan79millioncounterfeitarticlesandChinaremainsthemainsourceofbrandandproductpiracy:58%ofallcounterfeitsseizedattheEuropeanborderoriginatedinChina(EuropeanCommission,TaxationandCustomsUnion2007).Thebrand,design,andtechnologyofnearlyallsuccessfulproductsaretargetsofChinesecounterfeiters.IllegalcopiesofelectronicandtextileproductsaremostfamousamongChineseandWesternconsumers.MP3-players,mobilephones,watchesorhandbagsareimitatedshortlyafterbeinglaunched;andtheircounterfeitpendantsareofferedinlowcost”fakemarkets"aroundtheworld.However,counterfeitsarenotonlysoldinfakemarkets.SmallChineseretailersoftenblendfakeswithgenuineproductstoincreasetheirmargin.Furthermore,manyfakesaresuchaccuratecopiesthatitisnotpossibletodistinguishthemfromoriginals(Balfouretal.2005).Theenormouschallengeleadstotheobviousquestion:Whatcanbrandownersdotoprot---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---ecttheirbrandsandproductsfromChinesecounterfeiters?Successfulproductinnovationsaremajortargetsofcounterfeiters(Balfouretal.2005).Productinnovationsoffer一atleasttemporary一competitiveadvantagestotheinnovator(Porter1990;Grant1999).Toprotectproductinnovationsfromimitationthroughcompetitorsorcounterfeiters,theIPownerscanfilepatentapplications.Patentsprotectinventions(newtechnicalproblemsolutions)ornewdesigns(WIPOPublicationNo.895(E),p.5).However,evenproperlyregisteredintellectualpropertyrights(IPR)areinsufficienttorestraincounterfeitersfromcopyingproductinnovationsorviolateheIPholder'srights.Amongthese,trademarkinfringementisbyfarthemostcommonviolationthatIPholdersface.FiguresfromtheEuropeanCustomsfortheyear2007showthat92%ofproductsseizedwereinfringingtrademarkrights,only5%patentrights,2%copyrights,and1%designrights(EuropeanCommission,TaxationandCustomsUnion2007).Moreover,thebrandisregardedasthemostimportantintangibleasset(Meffertetal.2005,p.15).Acompany'scurrentandfutureperformancedependstoalargeextentonthereputationofitsbrand(Dingier1997,p・42).Globalcompanies,especiallythosewithstrongbrands,shoulddevelopanddeployanintegratedorganizationalstructurefocusingontheglobalprotectionofthecompany、IPandintegratebrandprotectionasacoreresponsibilityoftheirglobalmanagementteam(Firth2007).Thisapproachincludestheestablishmentofaglobalbrandprotectionteamwithdedicatedassignmentsandtrainingf...