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20<br />
k n o w l e d g e & c o m p e t e n c e<br />
strategies for combating<br />
product and brand piracy<br />
Accumulating expertise for printed functionality<br />
Watches, cameras, designer furniture, prescription drugs, software, cigarettes, jeans – the<br />
global economic losses to counterfeit goods is currently estimated at more than 300 billion<br />
euros a year. There are hardly any products these days that cannot be counterfeited.<br />
It used to be consumer goods mainly, but nowadays capital goods are increasingly being<br />
targeted. High-margin spare parts and components are very popular with counterfeiters,<br />
but even copying entire machinery and equipment is now on the agenda.<br />
The opening up of the markets and rising global competition<br />
have increased the risk of products being<br />
illegally copied and distributed. So, for brand manufacturers<br />
in various industries, using security technologies is<br />
essential. The main solution, especially in the consumer<br />
goods sector, is to apply security features to the<br />
packaging. This can be achieved with a wide variety<br />
of technologies and objectives. Should you use obvious<br />
security solutions visibly incorporated as a regular<br />
feature of an exclusive brand image or do you protect<br />
your brand using hidden codes? What level of product<br />
protection is actually required? How can the security<br />
features be integrated into the production process and<br />
how will the code be decrypted? What soon becomes<br />
clear is that any brand needs its own individual security<br />
solution in order to reconcile the desired level of protection<br />
with the production, marketing and distribution<br />
requirements.<br />
www.janoschka.com/security
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