Sinking the counterfeit ship: brand owners and online retailers respond

As in the game Battleship, brand owners cannot see their counterfeiting opponents online. They must blindly target, ‘shoot’, and then see if they hit their mark. Unlike the game, in which each ship has a fixed location, online counterfeiters can quickly switch operations to a new website or different account once they have been identified. This switch can happen in days or even hours.