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...ge from injunction to damages to imprisonment.
Ultimately the way to protect your brand is to be proactive opposed to reactive. Brand owners can go legal, technological, and business routes to prevent counterfeit. Microsoft has already found a way to prevent counterfeit of its software by placing holograms on the boxes and manuals (Clow & Lascu, 2012). To prevent the counterfeit of a Microsoft Surface one could register the trademark in jurisdictions where it is sold, record the trademark with customs offices to keep track of it internationally, maintain watching services that specifically look for this product, create positions within Microsoft that are specialized in anti-fraud, and monitor online business that could potentially duplicate the Microsoft Surface. Microsoft has probably thought sufficiently about these precautions on how to avoid counterfeit.
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