Intellectual Property Protection and Enforcement Manual - Ipr-policy.eu

Brand Protection Manual
Xerox Corporation
Xerox Corporation is the world’s leading document management technology and
services enterprise. Headquartered in Norwalk, Connecticut, it has 57,400 employees
and is ranked in the top half among the Fortune 500 companies worldwide.
A $17 billion company, Xerox provides the document industry’s broadest portfolio of
offerings. Digital systems include color and black-and-white printing and publishing
systems, presses and book factories, multifunction devices, laser and solid ink network
printers, copiers, and fax machines. Xerox’s services expertise is unmatched and includes
helping businesses develop online document archives, analyzing how employees can
most efficiently share documents and knowledge in the office, operating in-house print
shops or mailrooms, and building Web-based processes for personalizing direct mail,
invoices, and brochures. Xerox also offers associated software, support, and supplies
such as toner, paper, and ink.
Counterfeiting is of significant concern to Xerox. However, it is after-sale parts and
materials, rather than new products, that pose the most serious problems. Few wrongdoers
try to “copy a copier” or steal one; but it’s relatively common to try and infiltrate
the aftermarket supply chain with fake or diverted supplies. According to George Parry,
Xerox’s Security Manager of Brand Protection, scam artists pilfer or counterfeit a variety
of supplies (particularly items that involve regular replenishment, such as toner) and
then resell them to unwary distributors, end users, or repair agents. Counterfeiters have
even been known to “seed” a shipment—i.e., put a layer of a legitimate product on top
of multiple rows or cartons of a fake product.
Illegal activities like these clearly hurt a company, its profits, its workers, and, most of
all, its customers. Xerox is most concerned about its customers, since faulty aftermarket
products often perform badly and may even damage the machines in which they have
been installed. Downtime, poor-quality output, frustrated consumers, and loss of
confidence in Xerox are the inevitable results.
Copy the Leader
As an industry leader, Xerox is a major target for counterfeiters and black marketers.
To respond, Xerox has integrated its global supply chain security. “The most important
thing,” explains Parry, “is a formalized effort.” This gives the Brand Security team a
voice to profile the problem in business terms, articulate responses based on business
benefit, and solicit buy-in from C-level personnel.”
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