Tuesday Oct 31, 2023

Maral Behnam-Garcia on the Three Pillars for Brand Success

In this episode, Branddy speaks with Maral Behnam-Garcia, Senior Director, Global Brand Protection and Intellectual Property, formerly with Wish. 

During the episode, they discuss how collaboration between brands, marketplaces, and legislators can solve the counterfeiting crisis. Maral shares her three pillars for success: IP protection, collaboration, and education, while exploring the current challenges in IP protection, the struggle of legislation to keep up with tech advancements, and the impact of recent legal acts.

Topics discussed:

  • Maral's personal journey and how she became specialized in IP protection, emphasizing the importance of trademarks and branding.
  • How different stakeholders, including brands, marketplaces, and service providers, collaborate to combat counterfeiting
  • The challenges of the "whack-a-mole" game in IP protection, emerging technologies, and evolving trends.
  •  The law's struggle to keep pace with rapidly advancing technology and the need for collaboration with technology companies.
  • The impact of recent legislative acts like the Informer Consumer Act and the Consumer Safety Act on IP protection and how e-commerce platforms can leverage them.
  • Maral's three pillars for success: IP protection, collaboration and education, and budgeting for enforcement.
  • Predictions for the IP protection landscape in the next five years, emphasizing the need for continued collaboration and focus on source-level intervention.

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