For marketers and manufacturers of consumer products, true value lies not only in the products themselves but also in the recognition and reputation of the brand. Unfortunately, brand owners are facing more risks as counterfeiting and diversion activities increase around the globe. Whether in packaging, promotion, ticketing, or other applications, counterfeiting is having a negative impact that results in a loss of revenue along with a compromised or damaged reputation.
Consumers trust in the brands they know, relying on the manufacturers and distributors to deliver consistent quality and value. So eliminating counterfeit goods and ensuring that products get to the right place through the right channels is a top priority. It’s a big responsibility—one that is more easily addressed with today’s digital printing technology and the many security features that are possible.
Experts estimate that brand owners lose hundreds of billions of dollars each year as their products are counterfeited or diverted from traditional distribution channels. However, the risks can go well beyond sophisticated counterfeiting or black market activities. For example, in print applications, fraud can be as simple as reprinting or duplicating an offer or promotion, or as complex as creating fake admission tickets, counterfeiting currency and financial documents, or tampering with expiration dates and limitations.
(To read the full article, click here: http://whattheythink.com/articles/67431-growing-role-digital-printing-brand-protection-strategies/)
