Annual Brand Protection Strategy Summit
September 24-25, 2019

East Lansing Marriott University Place
300 M. A. C. Ave, East Lansing, MI 48823

Join us in the fight for improving responses to product counterfeiting and protecting brands. Hosted for our brand owner partners, our Summit is a collaborative space for brand owners, law enforcement, and academia to strategize about the issues and their solutions in a forum that facilitates open, collaborative, meaningful, and participant-led conversations on brand protection. Through interactive panels, roundtable strategy sessions, and an evening reception, you will have the opportunity to share, learn and network with one another, as well as from world-renowned scholars and globally-recognized industry and law enforcement leaders.

How the A-CAPP Summit Benefits Your Organization


The global risk of counterfeit products is rapidly growing and evolving, with enormous detrimental effects on brand owners, consumers, and society.  The A-CAPP Center provides a central location for thought leadership in brand protection and anti-counterfeiting as an independent, interdisciplinary evidence-based hub, designed to assist in protecting brands and products of all industries worldwide.


We are looking forward to hosting our 5th Annual Brand Protection Strategy Summit, where we provide a collaborative space for brand owners, law enforcement, and academia to strategize about the most critical issues and their solutions.  To facilitate open dialogue our summit is a vendor-free and includes no third-party interference. 


A unique feature, the A-CAPP Summit showcases the Center’s research on anti-counterfeiting and brand protection and gives you access to cutting edge ideas and developments and an opportunity to speak with internationally-recognized professors on these issues.  


The Summit consists of a day and a half of sessions led by your peers, as well as partners in research, government and law enforcement.  You will have an opportunity for in-depth networking and collaboration in a smaller event atmosphere. Additionally, you will have an opportunity to network with the Center’s Industry Advisory Board and corporate partners, who are global leaders in the field of brand protection.


What Prior A-CAPP Center Summit Attendees Gained


Networking, research collaboration, exposure to common challenges in the industry, networking with other brand owners, knowledge exchange, latest information on brand protection, open dialogue, benchmarking, data-driven solutions, and more.


What Does Registration Include?


The registration fee includes admittance into the Summit on September 24 -25, 2019, the Summit Reception on September 24, 2019, all meals/beverages on September 24, 2019, breakfast/beverages on September 25, 2019, and a complimentary enrollment for one course of the Center’s Professional Certificate in Anti-Counterfeiting and Brand Protection. 

Monday, September 23


Preconference Seminar: Beyond Online Counterfeit Takedowns -Proactive Engagement of Social Media Users Through Consumer Psychology, 1:00p -5:00p. Registration required.
BPP Editorial Board Meeting
, 2:00p-4:00p. Invitations sent separately.
Partner’s Reception, 5:30p-7:30p. Invitations sent separately.


Tuesday, September 24


Summit Opening & Sessions, 7:30a-5:00p.
Summit Reception, 5:30p-9:30p.


Wednesday, September 25


Summit Sessions & Closing, 7:30a-12:00p
Industry Advisory Board Meeting, 12:00p-4:00p.


Thursday, September 26


Industry Advisory Board Meeting, 8:30a-1:00p

Beyond Online Counterfeit Takedowns

Proactive Engagement of Social Media Users Through Consumer Psychology



Marriott East Lansing
Great Lakes Room
September 23, 2019
1:00p – 5:00p


Register above through Summit registration


Social media have become ubiquitous tools used by brands through their marketers, advertisers, and others in companies to communicate directly with consumers and build lasting relationships. These digital and social media tools are also important avenues for companies to educate consumers when it comes to brand protection and anti-counterfeiting awareness and practices, but are not often used.


What the Seminar is About


This seminar provides brand protection and consumer education professionals with the tools necessary to communicate with consumers and other businesses via social media. The seminar will primarily focus on:


Uses & Effect: providing an overview of social media uses and effects,


Leveraging for Brand Protection: the ways social media can be leveraged for consumer and brand protection purposes, and


Metrics for More Effective Communication: the different metrics available to track communication effectiveness and develop insights to better communicate directly with consumers.



Structure of Session & Outcomes


The seminar will entail 3 sessions, each led  by a professional/scholar, followed by an interactive workshop that will apply the knowledge gained from the talk to each participant’s own work context.


Session 1: Overview of Social Media: What eWOM and Social Media Engagement Mean for Brand Protection

Interactive Workshop 1: Identifying Current and Desired Channels of Engagement


Session 2: Developing Social Media Strategy: Capitalizing on the Power of  Content, Users, and Algorithms

Interactive Workshop 2: Setting Goals & Developing Strategies


Session 3: Measuring Social Media Effectiveness: How to Leverage Owned, Earned, and Paid Metrics to Building Engagement

Interactive Workshop 3: Setting KPIs In-line of Goals & Objectives



The anticipated outcomes are:


Develop a better understanding of the digital and social media environment and their powerful impact on people’s lives as well as brand communications;


Develop skills for integrating digital and social media into brand protection and consumer education programs; and,


Understand the breadth and depth of digital analytics as they pertain to measuring communication effectiveness as well as developing insights about consumers.



Who is Leading the Training


The seminar will capitalize on the expertise of A-CAPP Center partners who are media and advertising professionals and scholars at Michigan State University.



Associate Professor, Department of Advertising and Public Relations
Co-Director Media and Advertising Psychology (MAP) Lab
Michigan State University






Professor, Department of Advertising and Public Relations
Michigan State University






Assistant Professor, Department of Advertising and Public Relations
Michigan State University
Speaker Bios
The 2019 Brand Protection Strategy Summit will be held at the East Lansing Marriott University Place. To reserve your summit rate lodging, click here.

The Center would not be able to host our annual Summit without the support from our partners.



Sponsorship opportunities are available. Please contact Jeff Rojek to find out more. or (517) 353-2164





Brand Protection
Strategy Summit
October 3-4, 2018
Marriott East Lansing

Proceedings (pg. 14-25)

Brand Protection
Strategy Summit
October 7-8, 2015
Henry Center


Brand Protection
Strategy Summit
October 3-4, 2017
Lansing Center


Brand Protection
Strategy Summit
October 4-5, 2016
Lansing Center


TERMS AND CONDITIONS: The A-CAPP Center Brand Protection Strategy Summit is an event hosted for the benefit of its brand owning partners, which limits participation to brand owners, academia, and law enforcement (no vendors, service providers, lawyers, or consultants). The Center Director has discretion for all issues related to and including registration, admission or attendance.  The views and opinions of speakers and participants at summit events do not necessarily reflect those of Michigan State University, the A-CAPP Center, its Industry Advisory Board, including member companies, or summit sponsors, and should not be used for endorsement, advertising purposes, or as legal advice. By registering for the summit, attendees acknowledge that their contact information may be included in the conference materials provided to all attendees, as well as the Center’s internal contact lists. By attending the Summit, attendees acknowledge that their image may be captured and used in research, educational and public service programs.


CANCELLATION POLICY: Cancellations made 20 or more days from the summit start date are subject to a $60 cancellation fee. Cancellations made within 20 days of the summit date will not be refunded. Transfer of registration within a company is allowed, but must be submitted via email to at least 1 business days prior to the conference start date. Registration cancellations made due to inappropriate registrations by individuals from outside of the allowable participants categories are subject to the cancellation policy.


REGISTRATION POLICY: Conference registrations are to be paid in full at the time of registration. In the event that you require an invoice for payment by wire transfer or check, please email directly with your registration information. In the event that a person registers in violation of the terms and conditions above, your registration will be cancelled and fees paid will be refunded according to the cancellation policy above.