![]() ![]() Incopro’s brand protection technology revealed that 70% of US listings for one of Unilever’s global beauty brands were being shipped from India, and the products likely did not have FDA approval. Example: Products being imported into the US without approval Additional to discovering counterfeits and brand misuse, Corsearch flags parallel import goods that are being sold in territories without regulatory approval, preventing reputational damage and potential penalties. Each territory will have its own regulatory regime, and products will need approval before being distributed. Unilever has a large portfolio of brands available across countless territories and regions. This enabled the team to isolate past digital content and remove it from websites, marketplaces, and social media platforms to prevent consumer confusion. With Incopro’s technology, the brand’s team was able to identify that nearly 80% of the images that were still being broadcast online were from old marketing packs and no longer relevant to the brand. Two years ago the strategy for a beauty brand within Unilever’s portfolio shifted, refreshing the brand name and associated messaging. ![]() This is an essential activity for when the messaging, imagery, or overall strategy of a Unilever brand is pivoted. “One of the reasons that we selected Incopro was due to their advanced network analysis tool and the capabilities this provides.” Claire Hendey, Global Brand Protection and IP Operations and Systems Manager at Unilever Managing Unilever’s digital footprintĪ core focus area of Incopro and Unilever’s partnership is monitoring and analyzing the legitimate digital presence for Unilever’s brand portfolio, with the goal of improving the “footprint” left behind. Incopro’s market-leading brand Protection technology (now part of Corsearch’s offering), was a core driver behind Unilever’s decision. With sophisticated detection capabilities and a robust threat-prioritization system, Unilever is now able to swiftly identify and remove the key threats facing its consumers, cleaning up critical e-commerce channels. ![]() Advanced technology to meet Unilever’s needs Incopro was selected as Unilever’s best-in-class supplier upon review of all other vendors within the market. The partnership focuses on cross-functional collaboration and a shared understanding of Unilever’s overall strategy – rather than just providing data dumps of listings. Focusing on impact, not number of takedownsĪ key requirement was delivering commercial impact for the business. Unilever previously worked with a number of vendors in the Brand Protection space, but they would focus on the number of takedowns rather than securing a lasting reduction in brand misuse. Now, Unilever applies advanced network analysis to connect the dots to understand the players behind the illicit listings and take down entire companies and their online operations, not just individual accounts. To be able to find a best-in-class Brand Protection vendor, Unilever engaged in a global benchmarking exercise. The team took a step back to evaluate its requirements across the different digital channels accessed by its consumers, such as marketplaces, e-commerce websites, and social media. Legitimate assets, imagery, and messaging found online comprise a brand’s “digital footprint”. Unilever’s team identified that it did not have a technology solution in-house that enabled them to monitor and analyze the sprawling digital footprints of its brands. It was essential that a solution was brought in to help Unilever gain visibility of its legitimate online presence and control it. Unilever stressed the need for a solution that would facilitate collaboration and data sharing. It was impossible for the team to connect its online and offline activities, so it were unable to see a holistic picture of the illicit activities impacting Unilever brands. Prior to working with Incopro, it was very difficult for the team to make large, connected takedowns. Unilever’s large global team and regional coverage led to siloed working. Siloed working across the brand protection function Unilever’s team recognized this and set out to develop a strong program to support and protect its brands in the digital ecosystem. Threat of online counterfeitingĪs with every multinational FMCG company, Unilever grapples with counterfeiters exploiting its brands. Following the rapid growth in e-commerce, counterfeiters have shifted their criminal operations online. Tackling Unilever’s key brand protection issues 1. ![]()
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