How to prevent local dealers from violation of brands IP rights.

“All global manufacturers are experiencing issues with unauthorized products selling, violations of retail rules by dealers, and of course counterfeit providers” - Lidia Glavina, former CFO of Husqvarna EU said.

Husqvarna is a Swedish manufacturer of outdoor power products including robotic lawnmowers, chainsaws, trimmers, brush cutters, cultivators, and garden tractors. 

Founded as a firearms manufacturer in 1689, it is one of the oldest continuously running companies in the world. Headquartered in Stockholm, Sweden, the group also produces consumer watering products under the brand Gardena, cutting equipment, and diamond tools for the construction and stone industries.

Husqvarna is operating globally and has more than 100 representative offices in different countries.

Husqvarna has a global brand protection strategy and created politics for official dealers in different jurisdictions and undertakes actions against counterfeit dealers on different online marketplaces.

How Husqvarna is keeping dealers strict to the rules and eliminating counterfeit providers?

“In our brand protection activity, we are trying to oversee Husqvarna dealers' activity, find out violations in different zones and eliminate counterfeiters from the Web.

Official dealers have rules on product prices, numbers of selling products, and selling conditions to prevent local markets from risky situations.

The main trigger is official dealer prices, we are keeping dealers in the same pricing zone to protect them from damping and selling losses. So, we have to oversee their actions and notify them if it is needed.

We are responsible for product quality and would like to protect our clients from counterfeit buying which every time leads to brand image and reputation damage. So, because of brand reputation protection, we are doing our best to delete sites and items on Amazon, eBay, Alibaba or Aliexpress counterfeits. 
The fake partnership and unauthorized use of TM and logo are also strictly prohibited by Husqvarna's brand policy”  - Lidia said.

Which tool do you recommend for online brand protection?

Husqvarna uses the Lawyerd! platform for handling intellectual property violations online.

For some reason, Husqvarna could not constantly increase the number of lawyers in all working jurisdictions.
The best way for us is to monitor and delete violations with semi-automated or fully automated solutions.

Lawyerd! is very well suited for this task, it allows us to keep everything controlled and makes the possibility to immediately reacts to violations

“Global manufacturer has no choice in the rights protection field, they need to adapt to market challenges and keep growing the profitability of the company. We proved that technology-based solutions like Lawyerd! make this adaptation more simple and less expensive.”