For SEMA-member companies putting out great products these days, the challenge of illegal unauthorized copies is almost unavoidable. While some companies turn to the courts, federal agencies and law enforcement to confront counterfeiters, these avenues are frequently too expensive, ineffective or both. With the pervasive culture of counterfeiting in today’s global marketplace, SEMA members may be best served by also pursuing creative solutions that focus on branding, consumer awareness and unique packaging.
One of the most effective means of communicating to customers that a product was actually produced by a well-known source is by using the company name or logo on everything that goes out the door. Once this branding becomes common practice, consumers begin to recognize that products without the company’s name or logo are not genuine.