Know how to protect your brand

Mumbai: Every consumer is looking for a quality product and the product that is worth its price. One of the ways the consumer does this is by buying a branded product. For companies also brand is a matter of reputation and to maintain that companies work very hard, research & develop, apply for patents and spend a lot on communication just to keep their brand reputable and have a good recall.

 

A brand is one of the simplest things to understand but one of the most difficult things to maintain. There have been various brands entering our lives and winning our hearts, and various brands that just faded away, and somewhere in the middle the quality was compromised which led to their downfall.

 

Every organisation creates their brand through logos, brand colours, packaging and even audio-visual content. They try even harder to maintain the brand and the quality of their products. A brand is so simple that even a small child understand the difference between the two chocolates he is carrying. One small mistake and the whole house comes tumbling down.

 

To keep the products intact and make sure the consumers get the right products, companies sets various checks and balances and one of them is protect their products and brands from counterfeits. With the increase in our demand and consumption, fake or counterfeit products have also increased by leaps and bounds. Counterfeiting is a $600 billion a year problem and it has grown by over 10,000% in the past two decades, in part fuelled by consumer demand. Electronics, FMCG, Alcohol and even daily care products are copied and sold in the market on an everyday basis. These goods are comparatively cheap and are easily available, due to the big retail and online model boom that our country is witnessing. This is not it, even baby products are copied and fake, which can have a huge impact on the baby’s health.

 

This issue is not only faced by developing nations like ours, even countries like USA and China have this problem, where the products from the biggest brands are copied and sold. Just like the Fake Milk Powder racket caught in China, where 5,000 cans of fake milk products were found.

 

For a company there is nothing bigger than the well-being of its consumers, through that the reputation of the brand is built and nurtured. Just by taking some precautionary measures, a company can make sure that the right product is reaching its consumers, without any adulteration. Producers and organisations can communicate to their consumers how to spot for fakes and counterfeited products.

 

Producers can make use of the present anti-counterfeiting solutions and try to make their product counterfeit proof. There are various types of counterfeiting solutions which can help in the process of authentication such as Security Holograms, Holographic Strips, Holographic Paper Labels, Holographic Board, 3D Promotional Stickers, Holographic Tax Stamp, Mirror Effect Holograms and many more such solutions.

 

The Holographic technology in today’s day has reached a new pinnacle. It is very difficult to copy or counterfeit the hologram itself, making it very easier for the consumers to recognize the genuineness of the product. Holograms, Smart Holograms, Optical Variable Device (OVD), can be a part of the packaging to prevent misuse, imitation and counterfeiting.  Using such means is very profitable for a brand and a company as it leads to protection of brand identity, right product in the hand of the consumers and soaring profits for the brand

 

 

(Authored by Mr.  U.K, Gupta, Chief Managing Director, Holostik India Ltd.)

Mumbai: Every consumer is looking for a quality product and the product that is worth its price. One of the ways the consumer does this is by buying a branded product. For companies also brand is a matter of reputation and to maintain that companies work very hard, research & develop, apply for patents and spend a lot on communication just to keep their brand reputable and have a good recall.

A brand is one of the simplest things to understand but one of the most difficult things to maintain. There have been various brands entering our lives and winning our hearts, and various brands that just faded away, and somewhere in the middle the quality was compromised which led to their downfall.

Every organisation creates their brand through logos, brand colours, packaging and even audio-visual content. They try even harder to maintain the brand and the quality of their products. A brand is so simple that even a small child understand the difference between the two chocolates he is carrying. One small mistake and the whole house comes tumbling down.

To keep the products intact and make sure the consumers get the right products, companies sets various checks and balances and one of them is protect their products and brands from counterfeits. With the increase in our demand and consumption, fake or counterfeit products have also increased by leaps and bounds.

Counterfeiting is a $600 billion a year problem and it has grown by over 10,000% in the past two decades, in part fuelled by consumer demand. Electronics, FMCG, Alcohol and even daily care products are copied and sold in the market on an everyday basis. These goods are comparatively cheap and are easily available, due to the big retail and online model boom that our country is witnessing. This is not it, even baby products are copied and fake, which can have a huge impact on the baby’s health.

This issue is not only faced by developing nations like ours, even countries like USA and China have this problem, where the products from the biggest brands are copied and sold. Just like the Fake Milk Powder racket caught in China, where 5,000 cans of fake milk products were found.

For a company there is nothing bigger than the well-being of its consumers, through that the reputation of the brand is built and nurtured. Just by taking some precautionary measures, a company can make sure that the right product is reaching its consumers, without any adulteration. Producers and organisations can communicate to their consumers how to spot for fakes and counterfeited products.

Producers can make use of the present anti-counterfeiting solutions and try to make their product counterfeit proof. There are various types of counterfeiting solutions which can help in the process of authentication such as Security Holograms, Holographic Strips, Holographic Paper Labels, Holographic Board, 3D Promotional Stickers, Holographic Tax Stamp, Mirror Effect Holograms and many more such solutions.

The Holographic technology in today’s day has reached a new pinnacle. It is very difficult to copy or counterfeit the hologram itself, making it very easier for the consumers to recognize the genuineness of the product. Holograms, Smart Holograms, Optical Variable Device (OVD), can be a part of the packaging to prevent misuse, imitation and counterfeiting.  Using such means is very profitable for a brand and a company as it leads to protection of brand identity, right product in the hand of the consumers and soaring profits for the brand

(Authored by Mr.  U.K, Gupta, Chief Managing Director, Holostik India Ltd.)