Challenges and Strategies for Brand Enforcement in E-Commerce and Beyond

Companies around the globe are facing an onslaught of their products being sold by third parties on e-commerce sites, many of which are outdated, damaged, missing parts, or altered in other ways. They are often being sold at prices lower than authorized dealers can sell the products, which is causing damage to the brand and to the relationships between manufacturers and their authorized sellers. In some cases, they are causing harm to users, leading to product liability actions against the original manufacturers. This session will explore the problem, how companies can address the problem through management of their global supply chain and distribution channels, what companies can do to protect their brand and reduce exposure to suits and claims through enforcement, and the current state of the law in this area.