Brand protection: Market surveys and inspections

Brand protection: Market surveys and inspections

brand protectionBrand protection plays a crucial role in various aspects of businesses. Beyond providing legal safeguards and augmenting brand value, it safeguards investments, preserves company reputation, and shields consumers from the perils of counterfeit products.

Two very important methods in brand protection efforts are market surveys and inspections. While distinct in purpose, both entail visits to stores or markets relevant to the surveyed product. For instance, in the case of an automobile lubricant brand, the target inspection locations are automotive stores, repair shops, gas stations, and similar venues.

Market survey 

Market surveys serve multiple purposes, including understanding a brand’s market presence, gauging consumer preferences, evaluating marketing campaign effectiveness, identifying new market opportunities, and tracking the use of trademarks. This approach involves collecting data and consumer opinions through several methods such as questionnaires, interviews, or statistical analysis.

Market inspection

Market inspections, on the other hand, employ various investigative methods:

  1. Site visits. Products are directly evaluated in the market, scrutinizing price, packaging, logos, and brand elements to ensure consistency with legitimate brands.
  2. Desktop search. This entails monitoring e-commerce platforms, websites, and social media to identify offers or promotions of illegal products, focusing on forums or groups where illicit goods may be traded.
  3. Source interviews. For example, conduct covert interviews with store employees to obtain information on distribution channels. Analyzing these channels meticulously helps identify potential locations where illegal products may be sold.

Competent third party

The need for third-party involvement in market surveys and inspections underscores not only the brand owner’s commitment to consumer safety, regulatory compliance, and brand integrity but also reflects the reliability and value attached to the brand.

While companies have the capacity to conduct independent surveys and inspections through internal resources and marketing agents, in reality, this often demands specialized skills and significant resource allocation, especially in stages involving obtaining evidence and careful analysis.

Hence, third-party support becomes an inevitable necessity. The third-party—in this case, a brand protection service provider—should possess competent resources, a wide network, and sufficient knowledge of investigations and related laws.


Photo by Mehluli Hikwa on Unsplash

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