If you sell a branded product you have to defend your brand

I have been browsing Reddit, and Facebook groups, and there is the inevitable flurry of sellers going on about how some unscrupulous low life has piggy backed on "their" listing, driven the price low, or sold counterfeit products, killing the ratings.

If you are going to invest the time, and money to launch a product, private label, or totally new, you have to be willing to defend your brand.  You also have to be able to defend it.  The two are not the same.

If you have not set up your brand to be defended, you may well want to defend it, but you are bringing a knife to a gun fight.  Or to a nuclear war.  It is likely a lost cause.

I am not a PL, or Brand Registry expert, hopefully some will chime in, but a barrier to entry is essential to protecting your investment.

Offense IS the best defense.