Sohl, TimoTimoSohlSaueressig, WolfgangWolfgangSaueressig2023-04-132023-04-132009-04-14https://www.alexandria.unisg.ch/handle/20.500.14171/7621310.1007/s11621-009-0029-2Counterfeiting has become an enormous global challenge for brand owners. Companies recognize that solely legal protection measures are not sufficient to handle this problem. A comprehensive protection concept seems to be necessary to secure their future performance especially in the fast growing Asian markets. Based on experiences of Western brand owners in China, this article provides guidance for companies to develop and implement appropriate strategies to fight against Chinese counterfeiters.enBrand ProtectionAnti-CounterfeitingChinajournal article