The Holography Times
about the likely raid was leaked outand hence no evidence was traced.
Based on advance intimationor use of a private detective araid is conducted and goods areconﬁscated. The guilty personis released on bail, the matter isdelayed and the case continues foryears. The counterfeiter opensanother factory and restarts hisbusiness.
Another similar example. Acompany develops a new track andtrace solution but few inﬂuential ordominating Sales persons and theDistributors rationalise that suchapproach will reduce the sales of thecompany and forces the companyto withdraw such solutions.
A packaging technologist is askedto ﬁnd out a technology which isvery novel, but easy to identify.Unfortunately whatever he adoptsis copied in a short time.
A packaging technologist developsa new technological solution.Purchasing ofﬁcer ﬂoats a tenderto all suppliers giving all details of features and speciﬁcations requiredof the product. The order is givento the supplier who has quotedthe lowest price. This can end upwith several prospective supplierswho do not supply to the originalcompany but can now do businesswith contributors.
A CEO or brand owner feels thathe has tried everything possibleand nothing works because allprevious attempts have been eithercopied or have not been easy to useby customers. Hence, the solutionis not with him but it is with thegovernment.These are some of the examples thatclearly indicate that there is a needto change from stray piecemealefforts to total integrated solutions.The key elements of the need fortotal integrated solutions are:
By Brand Owners
There is a need of creating an end-to-end solution, intrinsic part of aholistic brand protection strategy;
(see ﬁg. 1)
1. Analysis / Changes inapproach towards Brandprotection:
As a ﬁrst step,every CEO or Brand ownershould take the responsibility of brand attack and need to makethe Brand Risk Management(BRM) as part of his businessplan, review and report. Theteam can comprise of CEO/ Brand owner, / Brand Managers/ Head of Marketing / Productdevelopment/ Sales /Logistic/ Packaging/Manufacturing,etc and or outside consultantaccountable for brand. Theteam can periodically reviewthe BRM by analysing variousissues like:i) product categories & marketsii) buyer proﬁlesiii) supply chain managementand SWOT analysis of counterfeiters.
2. Make a customized totallyintegrated solution
byincreasing the participation of co-opting consumer, channelpartner conducting veriﬁcation,raids or ensuring strong lawenforcement.
3. Use technology
: Use a secureanti-counterfeiting devicecomprising overt
security feature.Examples of such tools aresecurity hologram seal andlabels, tamper evident securityﬁlms, and light-sensitive inkdesigns. While there are anynumber of technologies brandmanager can use, it is better if itis decided at an early stage withsome basic guidelines such as:i) Find a vendor who can provide
Analysis /Change inBrandprotectionapproachDesigning /Formation of Brand RiskmanagementTeamProtection /Usage of technologyMonitoring
Fig. 1: Integrated Holistic brand protection strategy