Principle

Damage to brand image is characterized by acts of forgery, unfair business practices, counterfeit or misuse of brand image…

The resulting prejudice for the victim can be very hard to assess and is often subjected to accessory demands calculated on an estimated price.

It is therefore essential that the prejudice should be the object of a thoroughly documented evaluation in order to claim fair compensation for the victim.

Our Method

L’atteinte à l’image de marque se manifeste par un affaiblissement de la Damage to brand image is characterized by a loss in value of the intangible asset value constituted by the brand, the brand value itself resulting of all actions undertaken by the company to bring value to it: R&D, product creation and packaging, marketing and communication…

We analyse the loss in brand value using the following methods:

• Performing both qualitative and quantitative marketing research: when done properly – ie: before and after the act of brand image misuse – these methods can help measuring the impact on the brand;

• Appraisal of the loss, both in market shares and actual sales, due to brand image misuse; it is carried out from:

• Measuring the level of imitation leading to potential confusion in the customer’s mind in his/her buying decision;

• Market share projection and analysis prior to the litigious act…

• Drop in price granted by the harmed company;

• Additional advertising costs invested to tackle the impact of the litigious act;

• Investment loss both in R&D and communication due to the litigious act.

Results

 Drawing up of a financial report including thorough marketing research to support the argumentation of our client’s legal advisors
 Appropriate response to the arguments given by the adverse party
 Legal counselling of our client during all proceedings (experts reports, courts of law…)

We helped them :

Air France, Total, LVMH, Ville d’Angoulême, Piper Heidsieck...