What are key things to keep in mind when considering a Brand Protection program?
First, we need to start by understanding the problem and associated threats. Is the issue counterfeiting, gray market, overproduction out of the factories, or all of the above?
What is the best way to ensure success?
It’s important to remember that Brand Protection programs are more about deterrence than prevention. Stopping counterfeiting or gray market activities is most often an unreasonable goal. The goal should be more about applying situational crime prevention and deterrence by equipping your brand protection team with effective tools to identify and confidently act on problems they encounter while policing the brand.
What features and technology are recommended? Overt, Covert, Serialization, etc?
A multidisciplinary approach that includes both supply chain management and labeling science is strongly recommended. The more elements in the brand protection strategy, the more difficult the product will be to counterfeit. A layered approach should include physical security features combined with forensic features, as well as a data layer that is usually linked through item level serialization. Each element has benefits depending on where and how it is used in the supply chain.
Since every brand’s situation is different, Avery Dennison partners with brands to the find the best solution to fit their particular needs. We assist our customers in building a roadmap for ease of implementation while creating a strategy to serve future add-on capabilities.