Brand Security in a Modern World: Author Q&A - John Ferdinand

Headlines continue to highlight the growing threat of counterfeit activity - from Chanel's $4m lawsuit to the alarming FDA warning about counterfeit Ozempic injections, 2025 is proving no different.

Following the release of Marks & Clerk's brand protection eBook, Brand Security in a Modern World, late last year, author John Ferdinand dives into what defines a brand, and why and how it can be protected from counterfeit activity at every stage of its lifecycle.

Key takeaways from the discussion:

• A brand can be a business's most valuable asset - it enables customer retention, attracts new business, and allows for product expansion based on built-up brand equity.
• Brand distinctiveness is crucial for protection - invented names like "Pepsi" or "Kodak" are easier to protect than descriptive or generic terms.
• Protection is critical at all stages of a brand lifecycle:
  - During brand creation (before any launch)
  - At product launch
  - During brand expansion into new territories or product categories
  - When defending market position
• Comprehensive protection covers multiple elements - consider protecting your brand name, logo, product shape, packaging design, and other distinctive features.
• Early protection is essential - addressing brand protection as early as possible in the lifecycle helps prevent costly problems later.

John will be joining members of Marks & Clerk's UK, European, Canadian, Greater China and Asia Pacific teams at the INTA 2025 Annual Meeting in San Diego, California from 17-21 May. You can find more information here.

At Marks & Clerk, we work with brands to develop comprehensive IP strategies that protect brand identity and support business growth. For more information on safeguarding your brand's value, please contact our specialists.

… the sooner you can start considering brand protection strategy and getting protection in place, the easier it will be for you to successfully prevent third parties from copying your brand.