Why global brands are increasing legal action against counterfeiting in emerging markets
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Summary
Global commerce has entered a phase where emerging markets play a decisive role in shaping demand, supply chains, and brand expansion. Countries across Asia, Africa, and Latin America have witnessed rapid growth in consumer purchasing power, digital penetration, and cross border trade. Alongside this expansion, a parallel phenomenon has intensified. Counterfeiting has grown in scale, sophistication, and reach. As a result, global brands are increasingly adopting a proactive legal stance to addre