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Briafinz case study
BRAND OVERVIEW
Briafinz is an Indian fashion brand specializing in women's shapewear, bodysuits, lingerie, sleepwear, sports bras, and casual backpacks, primarily sold on Amazon and other e-commerce platforms. Manufactured by Excitingdeals in India, the brand is recognized for combining style, comfort, and affordability.
Briafinz’s main product line focuses on shapewear and bodysuits designed for tummy control, butt lifting, and postpartum recovery, helping women achieve an hourglass figure. Products are typically made from a blend of nylon, spandex, and cotton, featuring seamless designs for maximum comfort and invisibility under clothing. The brand offers a wide variety of styles to cater to different body types and lifestyle needs.
ehp consulting group services
- Brand Registry Reinstatement - The client, Exciting Deals, had their brand "Briafinz" suspended from the Amazon Brand Registry after being flagged for a policy violation and labeled an "abusive brand." This suspension revoked their ability to protect intellectual property, manage listings, and access brand-exclusive tools on the Amazon India marketplace.
Challenges
- Incorrect Infringement Reporting: The client confirmed they had accidentally reported an ASIN.
- Multiple Reports: The same ASIN was reported multiple times, escalating the issue.
- Root Cause: The client manages two brands on separate Amazon accounts and accidentally filed an infringement claim under "Briafinz." Multiple submissions of this incorrect report triggered Amazon's automated abuse-prevention system.
our goals
- Successfully appealing the recent policy violation issued against the brand.
- Removing the damaging "abuse brand" status that was incorrectly applied.
- Securing the immediate reinstatement of the "Briafinz" brand within the Amazon India Brand Registry.
our solution
EHP Consulting Group developed a targeted, evidence-based strategy to address the "abuse" allegation directly.
- Root Cause Analysis: We conducted a thorough investigation, documenting the client's admission of error. We established a clear narrative showing the violation was an inadvertent human error resulting from managing multiple brand entities, not an attempt to manipulate the Brand Registry system.
- Strategic Appeal Formulation: A detailed appeal and Plan of Action (POA) was drafted and submitted to the Amazon Brand Registry team. This appeal focused on:
- Full Transparency: Acknowledging the exact error (reporting with the wrong brand) and the multiple submissions.
- Clear Context: Providing a logical explanation for the root cause—the two-brand, two-account mix-up—to differentiate the action from malicious "abuse."
- Supporting Evidence: Highlighting that this was the brand's first offense and that their product catalog was otherwise live and in good standing.
- Direct Case Management: EHP managed all communications with the Amazon investigations team, providing swift clarification to prove the client's account of the events was truthful and the error was unintentional.
the impact
The strategy was 100% successful. The Amazon Brand Registry team accepted the appeal, rescinded the violation, and fully reinstated the brand.
- Appeal Approved: Amazon's official response confirmed the success of our appeal: "Thank you for submitting all of the requested information... As a part of the appeal process, a detailed investigation was conducted based on the (i) information available in our internal systems and (ii) information and documents provided by you. After carefully reviewing the information and documents, we have concluded that the brand is not abusive as per our policy."
"Therefore, the appeal is approved."
- Brand Reinstated: The brand "Briafinz" was officially re-enrolled in the Brand Registry, as confirmed by a follow-up email and verified on the client's Brand Registry dashboard, which now shows the trademark status as "Registered".
- Business Resumed: The client's brand protection and all associated benefits were fully restored, removing the critical violation and securing their operations on the Amazon India marketplace.
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