protecting your brand - label academy...protecting your brand fakes, counterfeits, pirated goods:...

Protecting your brandIssues and opportunities

Mike Fairley

Director, Strategic Development

Tarsus Group

Protecting your brand

Fakes, counterfeits, pirated goods:they are all terms used to describe merchandise that has been copied and sold without the consent of the brand owner – but other factors also come into brand protection

RFID


Diversions Counterfeits

Over-stockOut of Stock

Recalls Returns

All of the above contribute to the brand protection requirement


What is the global problem?

Global annual losses due to counterfeiting have recently been estimated at $600bn

Over 200,000 jobs are lost worldwide each year because of counterfeiting

100s of people die or are injured each year through using counterfeiting products

Protecting your brandWhat products are most commonly counterfeited?

Pharmaceutical/medical products

Perfumes and cosmetics

Cigarette and tobacco products

Clothing

Footwear

Sports clothing, sports shoes and sports products

CDs, DVDs, etc

Textiles

Computer equipment and accessories

Automotive and aeronautical parts

Fashion accessories

Toys

Electrical products

Chemicals

Games and business software


What kind of counterfeit goods are most likely to cause prolonged illness and death?

According to the World Health Organisation it is counterfeit or fake medicines


What are the risks to health with counterfeit drugs?

Active ingredients may be missing or the product adulterated with toxic substances, or with ingredients which clash with other medicines.

This can have significant cost implications for drug manufacturers, pharmacies, medical insurance companies, hospitals and health services


How do counterfeit or fake medicines get defined?

A counterfeit medicine is said to be one that has no active ingredient or is an expired drug which has been re-labelled and sold.

A fake drug may not resemble the original in any way

Some Governments describe both of these as spurious medicines.


What kind of pharmaceutical products are the most commonly counterfeited and where are they mainly being used?

Pharmaceutical products most commonly counterfeited

Developed countries Emerging countries

Hair loss

Sexual dysfunction

Hormones

Obesity

Anti-psychotics

Antibiotics

Painkillers

Anti-malarial drugs

Cancer drugs

HIV anti-vitals


Based on research by Business Insights


How do counterfeiters work to defraud manufacturers of genuine goods and deceive the purchaser or general public at large

By counterfeiting the entire product + packaging andlabeling

Counterfeiting packaging and labeling only to enable rejector out-of-date products to be re-packaged and passed-off asgood

Re-using genuine packs/labels with counterfeit productsUnauthorised use of a look-a-like or registered brand name

with a counterfeit productCounterfeiting of ownership/sale documents – including

guaranteesCounterfeiting instruments of payment, i.e. cheques, credit

cards


Who are the main producers of counterfeit goods?

Terrorist groups Organised crime gangs Drug smugglers Money launderers

Fakes are frequently sold through: Market or street traders The Internet


Points to note:

Counterfeiters are very professional and well organised

They often have a great deal of financial backing

Are frequently in possession of the latest manufacturing technologies

Soon catch up with the latest anti-counterfeiting solutions

And can be quite ruthless


What can the label industry and brand owners do to help authenticate products, reduce counterfeiting, enhance brand security and minimise theft or product tampering?


Answer: Wherever possible, build counterfeit

deterrence, product authentication and brand protection technologies into the design of the label or pack

Combine technologies to provide the most effective overall solutions

If possible, make each label/pack unique

Keep ahead of the counterfeiters by changing the solutions used on a frequent basis

Overt + Covert + Track-n-Trace

Track & Trace

Bar Code.

Insert printed on

chemically reactive

paper with microfibers.

Hologram.

Microtext.

Clear varnish

coating with

taggants over

logo.

Hologram.

RFID tag

inside carton.

Source: Packaging World, June 2006. Keys to package security.

No one solution is sufficient


What technology solution are available to the label converter and brand owner to provide brand protection and authentication?

Security substrates Security inks, varnishes and coatings Security designs and backgrounds Security printing and converting Sequential coding and numbering Optically Variable Devices (OVDs) – primarily

holograms Optically variable inks, films and coatings Bio-codes and DNA RFID and other ‘smart’ label solutions


Security Papers and boards containing:

Security threads

Watermarks

Planchettes

Security fibres

Biocodes and DNA

Microtaggants

Luminescence

OVI particles


Security varnishes, inks and laminates Luminescent inks

Magnetic inks

Iridescent OV inks

Fugitive inks

Photochromic inks

Color change inks

Black light varnishes

Fluorescent additives


Security designs and backgrounds

Guilloches

Relief images

Variable line thickness

Micro text and micro-lettering (font sizes down to 0.1mm)

Dataglyphs

Digital watermarking

Brand protection and

authentication

Sequential coding and numbering

Bar codes

Snowflake codes

Datamatrix codes

Laser coding

Invisible coding

Optical coding

Magnetic coding


authentication

Optically variable devices (OVDs)

Holograms: 2D, 3D, 2D-3D, stereogram

Transparent holograms

Self destruct labels and seals

Optically variable inks and coatings


Other possibilities

VOID materials (standard

or customized)

Customized holograms

RFID

Security garment labels


Customized coatings•The above coating can be customized for any brand

• Materials are only provided to the end users converters of

choice

• Process occurs prior to adhesive coating (wide web – cost

effective)


This provides better shelf appeal that is more difficult to replicate

Tostitos images property of Pepsico, utilized under Fair Use Act

You can also design a new high-end look

An improved Brand Image Makes Counterfeiting More Difficult


authentication

How can the converter or brand owner narrow down the choice of technology or security solution?

One route is to use a grid that sets out high and low cost options, combined with high and low level security


How can the choice of technology or security solution be narrowed down?

Answer:

One route is to use a grid that sets out high and low cost options, combined with high and low level security


How can the grid aid selection?

Aim for highest security with optimum cost

Combine low and high security elements to enhance protection, i.e. sequential number over a hologram

Use technologies from different areas of the grid for maximum effect

Build your own grid for your own products


Remember, labels have to be designed, printed with inks, placed on a substrate and converted.

So why not suggest security inks, substrates, designs and converted solutions to your customers from the beginning so as to enhance their brand protection?

protecting your brand - label academy...protecting your brand fakes, counterfeits, pirated goods:...

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