[Channel Talk x MarqVision seminar] Essential strategies for going global: IP protection, CX and marketing
The IP protection, customer experience (CX) and marketing strategies K-brands need to go global, with slides on MarqVision's and Channel Talk's success stories.
Irene Lee4 min read
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On September 5, MarqVision and Channel Talk hosted a seminar on strategies for going global successfully. It focused on what Korean brands need to succeed in global markets: intellectual property (IP) protection, customer experience (CX) management and marketing strategy.
With Korean culture, from K-pop and dramas to beauty, popular around the world, going global has become essential for Korean brands. Global marketplaces and social media have made Korean products easier to buy than ever, accelerating expansion abroad. At the same time, brands face a range of IP infringement problems. See how to respond to IP infringement such as counterfeits and unauthorized sales, and how to manage the customer experience (CX) successfully.
“An IP protection strategy that maximizes your chances of succeeding abroad”: Mark Lee, CEO, MarqVision
MarqVision provides an AI-based IP protection solution that monitors and blocks IP infringement that damages brand value in real time. At the seminar, Mark Lee shared insights on counterfeits and unauthorized sales, the biggest threats in global markets, and stressed that IP protection is central to a brand’s success.
According to the Korean Intellectual Property Office, 285,949 cases of IP infringement were caught over the past five years, and 950 tons of counterfeits were seized. The counterfeit market keeps growing. It hurts brands and the wider economy, and bad actors selling genuine products without authorization have also surged recently. Gray-market (unauthorized) sales are hurting brand reputation and online sales even more seriously than counterfeits. Selling a brand’s products of unclear origin without permission damages the brand’s image and value, undermines official distribution and price competitiveness, and even puts consumer safety at risk. It hurts not only a brand’s sales but its long-term growth.
That’s why it’s important to act quickly against bad actors selling counterfeits and gray-market goods on marketplaces and social media, and to protect brands and consumers. To do that, efficient IP management must come first, and brands need to secure trademarks and other IP rights in the countries they plan to enter, in line with their business strategy. MarqVision’s slides show the economic impact of counterfeits and the gray market on brands, and how securing IP protects a brand.
“The CX and marketing strategies you need when going global, from success stories”: Heecheol Moon, Lead Business Development Manager, Channel Corporation
In the second half of the seminar, Heecheol Moon, Lead Business Development Manager at Channel Talk, spoke about customer experience (CX) management and marketing strategy. He stressed that winning VIP customers and true fans, not just new customers, is key to succeeding abroad. Strengthening customer relationships through CX management and building brand loyalty over time is what makes growth sustainable.
Through success stories, he shared how brands delivered distinctive experiences with careful CX management, adding that brands need to fine-tune how they communicate with customers on each channel and build strategies tailored to each country and culture.
The seminar showed, through success stories, what brands must prepare to succeed abroad: IP, customer experience (CX) and marketing strategy. Secure your rights to trademarks and other IP before you expand, protect your brand online, and then strengthen your relationships with consumers through CX and marketing.
Considering expanding abroad? Learn more about managing your IP efficiently. Download MarqVision’s slides
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