The key to business success, at least prolonged success, is innovation. It can never stop. No matter how good a company's first or most popular product is, they have to keep striving to come up with new ideas that change the market yet again.
At the heart of many intellectual property disputes is this issue: The infringement really damages the company's brand. It may do this by offering an inferior product, for instance, or by tricking people into buying a product that the company doesn't make. That either makes the brand appear worse to the public, or it steals sales directly from the company. Either way, the brand is impacted.
Intellectual property theft is a serious issue that can cost you and your company millions of dollars. Part of the problem is that it can take on a wide range of forms, meaning you must know your rights and remain constantly vigilant to see if anyone violates them -- and the law.