Brand Alliance Insights

Practical News & Information for Tech Marketers

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In This Issue
New Member Spotlight
AGMA in the News
New Member Spotlight:


EMC Corporation has joined AGMA.

There are many benefits to becoming a member. AGMA provides an open forum where intellectual property brand owners can discuss trends, issues and approaches to gray market fraud and counterfeiting in the technology sector. It also uses a variety of avenues to get its message out and cultivate change in the marketplace, including event speaking, educational initiatives, benchmark studies, whitepapers, industry guidelines, and as appropriate, public policy advocacy in areas like law enforcement and customs.


"Gray market and counterfeiting are real for the IT industry today," said AGMA president, Ram Manchi. "Our membership represents some of the most influential companies in the high tech arena. Our member companies can help address, educate and create awareness for IT companies, their channel partners and consumers to the damage that can happen with the unauthorized flow of IT products into the gray market."

AGMA in the News

AGMA Helps Consumers Stay on Top of Hi-Tech Counterfeiting Issue


Journalists at some of the world's top publications continue to call upon AGMA as an expert resource when developing stories that deal with issues surrounding gray marketing and counterfeiting in the IT industry.  In December 2007, The Wall Street Journal ran a story titled "Fake Tech Gear is Widespread," which focused on the flood of gray market and counterfeit tech gear in the market, as well as what to look for in order to avoid them.


Ram Manchi, AGMA's president noted that pricing is an area to pay close attention to: "The market commands a certain price, and if someone is selling it at a rock-bottom price, something has to be different."

Starting the new year off with an eye on addressing the issues facing the IT industry, CSO Magazine featured a story in its January 2008 issue that focused on stopping the flow of fake or illegally obtained high tech products. CSO's "Putting the Brakes on Gray Market and Counterfeit Goods" featured a Q & A session with AGMA's Ram Manchi, with Manchi going into detail about what companies in all industries can do to combat this problem.


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To read these stories (and many more!) in their entirety.

Welcome to Brand Alliance Insights!  This newsletter is brought to you by AGMA, the Alliance for Gray Market and Counterfeit  Abatement. 

This quarter we would like to introduce you to our newest member company, keep you up to speed on AGMA events and offer best practices and valuable information to help keep your brand safe from gray marketing and counterfeiters.  We'll also keep you up to date on what we've been doing to highlight these issues to technology companies, consumers and media outlets around the globe.


Guest Column

by: QLogic's Roger J. Klein, VP & General Manager, Host Solutions Group


In 2005, QLogic discovered that incidents of counterfeiting and gray marketing were areas that the company needed to address - and quickly. At that time, we began an exploratory process to determine which industry organization could get us up to speed quickly on the issues and help the company in learning the "best practices" necessary to curb counterfeit and gray market activities. After auditing two AGMA member meetings and being impressed by the collective knowledge demonstrated and the caliber and content of member / speaker presentations, QLogic became an AGMA member.


Since 2005, we have come a long way in both our understanding of counterfeit and gray market activities and what we can do to mitigate them. Three key areas of AGMA membership that have proven to be especially helpful in determining our strategy have been:

  1. Direct information from the industry: Listening to the best practices of other AGMA members has helped us to draw parallels to our own issues - and model QLogic's activities after lessons learned.
  2. Indirect information from the industry: Technology and solutions providers often offer information in the form of thinly veiled sales pitches; government entities often have their own programs to promote: the key here is listening carefully and reading between the lines.
  3. Knowledge sharing with peers:   Networking is key - AGMA provides a fantastic opportunity to discuss the issues at hand with a diverse group of peers and form relationships with a common purpose and a collective industry responsibility.

Going into 2008 - our 3rd year of membership, including a seat on the AGMA board, QLogic looks forward to sharing our own successes, best practices and case studies with other AGMA members.



Calendar of Events
AGMA Americas Meetings
Summer Quarterly
July 16-17, 2008
Toronto, Canada 
APAC Council Meeting
September 17, 2008
AGMA Americas Meetings
Fall Quarterly 
October 15-16, 2008
Aliso Viejo, CA

"Illicit: The Dark Trade"

KCET recently aired a National Geographic documentary about counterfeiting, fake goods and all that surrounds these  (illicit) activities, making it clear that these problems permeate close to everything. Whether it be counterfeit technology goods or knock-off Prada purses, these illegal activities all contribut to the same problems and affect global economies and politics alike, and are in fact redefining economic relationships, borders and the roles of workers, managers, armies and governments.

For more information please follow the link to
Please let us know how we are doing and share with us your experiences and thoughts.
Lily Mei
Executive Director