Brand Protection 7 min readMay 8, 2026

Brand protection is now a CFO lever

What used to sit in Legal is moving to Finance. Here's how leading CFOs are reframing brand protection as a revenue program.

Priya Shah

VP, Enterprise Strategy

In the top 20 FMCG portfolios we benchmarked, every 1% of counterfeit incidence translated to 2.4% of contribution margin.

That makes anti-counterfeiting one of the highest-ROI programs a CFO can sponsor.

Companion guide

Benchmarks, ROI math and rollout templates — free for enterprise teams.

Counterfeits erode revenue, but the deeper damage is to brand equity, consumer trust and regulatory standing.

Standard QR codes are trivially copyable. Non-Reproducible Barcodes shift authentication from readable to physically unclonable.

Boards are no longer asking 'where is the shipment?' — they are asking 'can we prove it was never tampered with?'

8 articles in the Knowledge Center.

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