Fight for Brand Value
Monster is not hiding the fact that it has a counterfeit problem. If anything, it’s promoting the problem. “We want our prospective customers to know that there is counterfeit Monster product out there, how to watch for it, how to avoid it, and how to buy legitimate products,” Tognotti said.
The stakes are high for CE manufacturers, not only in customer satisfaction and brand perception, but consumer safety, especially with powered CE products or in weight-bearing products like mounts and stands.
Monster employs roughly 25 people worldwide—investigators, analysts, lawyers, brand specialists and others—to battle counterfeiting. The statistics that have emerged from Monster’s fight against counterfeiting are staggering: