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How A Zet and BrandSecurity protect the GP battery brand
The battery market has a high share of counterfeit products, and counterfeit sellers use sophisticated imitation tactics. The solution: monitoring, assortment analysis, and blocking. We explain how the team achieved 91.9% removal of violations across 974 platforms.
Publication date
26.05.26
Reading time
7 minutes
The threat of counterfeits in the battery market
The exit of major international manufacturers from the Russian market, the growth of parallel imports, and weaker control from foreign companies have led to a troubling trend: the rapid growth of counterfeit products. This is especially visible in the battery segment.
Demand for recognizable brands remains high, and buyers often choose low-priced products on marketplaces without checking the details. Counterfeit sellers take advantage of this by copying product listing designs and packaging.
The problem with counterfeit batteries is that they discharge faster and can be dangerous: they may leak, damage devices, and often contain toxic substances. They also cause reputational and financial damage to the rights holder.
The company A Zet, the exclusive licensee of the GP trademark in Russia, also faced the threat of counterfeits. Below, we look at the challenges the company is successfully addressing and how BrandSecurity helps protect the brand.
The challenge: detect and remove counterfeits faster
About the brand and the company
GP Batteries (Gold Peak Batteries) is an international manufacturer of portable electrochemical devices: batteries, rechargeable batteries, and chargers. The company was founded in Hong Kong in 1964.
In Russia, the brand is represented by A Zet. Back in 1992, the company signed an agreement to supply GP batteries to the Russian market. Today, A Zet is the exclusive licensee of the brand in Russia, Kazakhstan, and Kyrgyzstan. GP leads the Russian market in sales of household rechargeable batteries and alkaline batteries.*
*Based on Nielsen RMS data for the "Batteries" category for the 12 months ended 31 July 2025, covering the total retail market in the Russian Federation, excluding sales of retailers' private-label products, valid as of 28 August 2025. © Nielsen Data Factory LLC, 2025.
Fighting counterfeits required fast response and expert support
A Zet has long been actively fighting counterfeit products both online and offline. The company developed guidelines explaining how to distinguish counterfeit batteries from original ones.
Sellers of counterfeit batteries use different tactics. For example, they copy packaging design and product listings. The company needs to track counterfeits even when attackers use sophisticated methods. Standard monitoring is not enough in this case: a comprehensive approach and expert support are required.
To improve the effectiveness of brand protection, the company chose a partner with functionality for detecting counterfeits, responding quickly to requests, and providing complete answers in non-standard cases.
Vice President for External Communications at A Zet
"For us, fighting counterfeits is not only about brand reputation, but also about protecting customers from dangerous products. A Zet has its own expertise: we know what counterfeits look like, how sellers bypass platform rules, and how to deal with it. We choose solutions that help us quickly detect violations, handle non-standard schemes, and thoroughly work through every case."
Solution: automated monitoring and expert support at every stage
In April 2025, the BrandSecurity team implemented a solution for monitoring and protecting the GP brand from counterfeits and unauthorized sales.
What the BrandSecurity solution includes
- Counterfeit detection
Using its proprietary BrandSecurity Rocket platform, the analyst team detects and records violations across different platforms, including marketplaces, social media, online stores, and classified ad platforms.
- Threat and counterfeit analysis
BrandSecurity experts review violations and capture evidence. In ambiguous cases, links to product listings are sent to the client for approval.
- Blocking
The BrandSecurity team submits complaints to platforms and promptly removes violations. In complex cases, an offline team is involved for test purchases and investigations, and legal support may also be provided.
Head of Customer Service at BrandSecurity
"We work together with the offline team: when online monitoring detects suspicious links, we pass them on to our colleagues. They conduct a test purchase and document the packaging and contents. Combining online evidence capture with offline confirmation increases the chances of blocking."
- Violation reports
In a single dashboard, the client sees full analytics: all violations and blocking statuses.
"The BrandSecurity team handles the entire process: initiates blocking, works with marketplaces and other platforms."
The solution is based on more than 10 years of experience protecting brands from digital threats and counterfeits. BrandSecurity’s key difference from standard monitoring is full support from detection to blocking. The BrandSecurity team handles the entire process: initiates blocking and works with marketplaces and other platforms.
Partnership results
BrandSecurity and A Zet have been working together for more than a year. During this time, the team not only minimized counterfeits on key platforms, but also obtained important data on the structure of violations.
Key results:
- 4,731 violations removed in one year;
- 91.9% of all detected violations were blocked.
Where most counterfeits were found:
- in online stores — 33.9% of the total volume of violations;
- on marketplaces — 25.9%;
- on social media — 24.1%.
What counterfeit protection delivers for the brand:
- buyers are less likely to encounter poor-quality products or mistake counterfeits for the original product;
- reputational damage from counterfeits being sold as original GP batteries is reduced.
Vice President for External Communications at A Zet
"The results show that systematic work pays off. But we understand that counterfeits will not disappear once and for all. Continuous monitoring and the ability to respond quickly to new threats are essential. That is why we continue working with BrandSecurity to detect counterfeits online."
Founder of BrandSecurity
"We are proud of the results of this project. Over a year of joint work with A Zet, we achieved a high blocking rate — almost 92% of all detected violations. A total of 4,731 links out of 5,148 identified were blocked, while the remaining cases are still in progress. This confirms that a systematic approach and continuous monitoring have a real impact in the fight against counterfeits. We are grateful to our partners for their trust and focus on long-term results. We will continue strengthening protection for the GP brand in the Russian market."
