Category: Commercial Brand Protection

By the Authentix Brand Protection team

Back in the 1700’s Ben Franklin was an early innovator of printing techniques that made American paper currency harder to counterfeit. Some of his security features included watermarks, imprints of leaves, and other difficult-to-reproduce features that helped citizens distinguish real bills from illegal copies.

Since then, security feature graphics have of course evolved, but many of these early anti-counterfeit security features have stood the test of time. There are dozens of secure printing, digital authentication, and online protection technologies that can help your brand keep products secure and prevent counterfeiting. Here’s a breakdown of the top security and authentication technologies that might be right for your brand protection needs:

Physical Security Features

Having a multi-layered physical security authentication solution is important to protect your products. If a counterfeiter figures out how to print one security feature like UV, you still have more layered features to verify if the product is indeed yours. There are a wide range of physical security options available, from obvious and overt like holographic images and color shifting inks, to invisible covert and forensic security which are impossible to detect without the proper tools.

Some popular physical security examples include:

• Tamper evident packaging – labels, stickers, or seals that when opened or tampered with, provide immediate evidence that the product has been compromised.
• Chemical and physical markers – can be hidden from consumers and counterfeiters and can only be seen with specific detectors that are calibrated to a specific wavelength to verify authenticity.
• QR Codes – can now be scanned without the need for an app, using a smartphone camera that directs consumers to a webpage to authenticate the product and then introduces the consumer to another webpage where they can register their warranty, learn more about the product and even suggest other complementing products.

Physical security features will continue to evolve and remain an important part of your brand protection strategy. Future trends in physical security include new nanoprint technologies, printed electronics, and revolutionary inventions in digital printing. It is anticipated that these and many more will become the standard for high security printing.

Digital Authentication

Digital product authentication is a brand protection strategy that works by adding a unique digital identifier to your product. This allows your company to track the lifecycle of products, identify where transactions are taking place, and provides data analytics and insight into your products and customers. Unique QR codes on each product can be scanned by inspectors along the supply chain to ensure authenticity, as well as by end customers at the point of sale. Consumers can instantly authenticate their products and your brand can engage customers by serving relevant offers and information.

For example, a well-known spirits company was facing counterfeits across China, resulting in loss of brand loyalty, consumer trust and revenue. Authentix helped them implement a multi-layered authentication solution using covert and overt features. One of the solutions implemented was a QR code featuring a digital consumer engagement experience as well as authentication verification. The result was 90 million bottles with unique identifiers that could be tracked through the supply chain, allowing the company to detect and shut down over 150 counterfeiting locations including warehouses, retail shops and print shops.

Online Brand Protection

The rise in online sales has been unfortunately accompanied by the rise in counterfeiting on online marketplaces, social media platforms, and websites. When looking for an online brand protection services provider, it is important to ensure their scanning software is proprietary and not provided by a third party.  This gives you more control and security and makes it easier to do takedowns on social media where counterfeiters can advertise for a few hours at a time to targeted audiences. You should also ensure that your protection partner has the ability and resources to scan webpages and marketplaces, social media platforms, e-commerce apps, messaging apps like WeChat, payment sites, and the dark web for infringing content and listings.

It is also important for your online brand protection partner to have global marketplace coverage to allow you to do test purchases and verify product authenticity around the world. AI and machine learning capabilities can also give you actionable insights that lead to in-person shut downs and allow local law enforcement to conduct raids.

Following is a good example of one of Authentix’s clients using online brand protection technology to secure their brand:

This case is very similar to most companies that sell their products online. The company was a highstreet fashion brand that had a problem with lookalike and copycat products, posing a threat to their brand reputation and a decrease in sales. After Authentix implemented various image recognition tools that analyze and compare images against known logos and patented designs, test purchases were made and it was detected that the products were indeed infringements. The success rate from online enforcement was 98% and over 300 raids were then conducted, resulting in 8 civil litigation cases.

Evaluating Your Brand Protection Needs

Security should be integrated into your brand protection solution design from day one, not just as an afterthought. Early evaluation helps your brand with packaging design and product launches further down the road. Conducting a brand risk assessment helps determine in which markets your company is having counterfeiting issues and can help you gauge which type of security solution or solutions are the best fit for your situation. Having security technologies that give customers peace of mind the product they are purchasing is authentic, can be a great strategic advantage as your competitors struggle to add security to their products once they suffer the effects of counterfeits. Security should be a priority for long-term success so that your weak points don’t become susceptible to counterfeiters.

Authentix Customized Brand Protection Solutions

Authentix’s team of brand protection experts is ready to help your company every step of the way to protect your products with the latest and greatest security technology capabilities. Here are just some of the things you can expect when you work with our brand protection specialists:

• Assessment and advisory services
• Defining the gaps between your current practices and industry leading practices
• Specific recommendations for improvement
• Assistance with process implementation
• Forensic product analysis services
• Risk and vulnerability assessment
• Simulated detection by third parties
• Identification of possible materials used for security feature replication
• Prototype development services
• Product and packaging prototypes that incorporate security features designed specifically for you
• Implementation services
• Help managing the deployment of Anti-Counterfeiting Program technology in your facility

Contact Authentix today to learn more about how our brand protection strategies can help maintain your brand’s integrity in the global marketplace.

About Authentix

As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best known global brands on the market. Headquartered in Addison, Texas USA, Authentix, Inc. has offices in North America, Europe, Middle East, Asia, and Africa serving clients worldwide.

By David Graham, Vice President, Global Brand Protection, Authentix

The anti-counterfeiting industry plays an increasingly important role in protecting brand owners by helping to prevent the financial losses and dangers to their consumers caused by counterfeit products. As a leader in brand protection, Authentix prioritizes the protection of our client’s products from fraud and imitation, preventing revenue loss and maintaining the trust of their consumers. 

To provide complete brand protection and support to our clients, it is essential that we understand their customer’s issues and needs. Developing a comprehensive brand protection program relies on our fundamental understanding of their consumers so we can develop protection strategies that effectively mitigate risks and provide quality services. Doing so will build confidence and enhance satisfaction for our clients and their customers.

The Real Impact of Counterfeiting for Consumers

Understanding our client’s customers is essential in recognizing the impact of counterfeit products on their lives. Counterfeit products are typically of low quality and pose a higher risk of health issues. They often lack protective features, resulting in significant harm to end consumers.

For example, counterfeit pharmaceutical products can cause users severe harm or even death. Similarly, the use of counterfeit automotive parts can lead to serious injuries or fatal accidents on the road. The impact of counterfeit products extends beyond monetary losses for brand owners, emphasizing the importance of preventing counterfeit products from entering the market.

By better understanding the true impact of counterfeit products on our clients’ customers effective strategies can be developed, and the necessary preventive measures taken. Through improved cause-effect analysis, Authentix can better identify the probability of a product becoming compromised and explore appropriate security solutions to implement and combat these risks.

Designing Brand Protection Strategies That Attract Consumers

Authentix prioritizes the end customer experience to offer relevant and practical solutions that effectively address their needs. By understanding customer’s preferences and purchasing habits, Authentix can design customized brand protection strategies targeted at the appropriate markets. This involves identifying prevalent counterfeiting issues in specific markets and developing practical measures to promptly detect and prevent these issues, thereby safeguarding the brand from potential damage.

Understanding client and end-customer needs and preferences is an ongoing process that necessitates constant monitoring and updating. This ensures the deployment of the most suitable brand protection solution that effectively caters to the target customers. Through continuous assessment and collaboration with our clients, we can adjust and modify strategies to align with market changes and emerging consumer issues. Being adaptable and flexible in our approach and methodology is a fundamental value at Authentix, ensuring client satisfaction and security are upheld.

Retaining & Restoring Consumer Trust

Understanding the end customer experience also offers the advantage of protecting and enhancing brand reputation. Counterfeit products can severely undermine customer trust in the brand(s). By implementing effective anti-counterfeit measures and fulfilling our commitment to brand protection, our clients can preserve and strengthen their customer’s faith and confidence. This is especially crucial for companies that have encountered potential counterfeit incidents and need to restore trust among their core clientele for sustained long-term success.

Improving Revenue

Authentix places significant importance on end consumers, which directly impacts our client’s financial success. Authentix provides effective preventive brand protection measures that mitigate revenue loss by proactively addressing potential issues that may affect customers. Our efforts ensure the proper implementation of specialized brand protection programs and anti-counterfeit measures for our clients.

When customers perceive a company’s genuine dedication to product safety and attentiveness to their needs and concerns, they are more likely to remain loyal and make future purchases. Retaining satisfied and trusting customers is typically more cost-effective and less time-consuming than acquiring new customers.

Brand Protection Programs Promote Confidence

Understanding the issues and needs of our client’s customers is a fundamental aspect of a successful brand protection partnership at Authentix. We strive to safeguard our clients’ products from compromise, which can have significant financial implications and potentially harm consumer health, impacting brand credibility.

Authentix is committed to raising awareness of the crucial role that comprehensive brand protection programs play in our clients’ continued success and to providing quality and trusted brand protection solutions and services that produce excellent results. Understanding our client’s end consumer is central to our operations, ensuring optimal outcomes are achieved.

About Authentix

As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. 

Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best-known global brands on the market. Contact us now to see what we can do for your brand.

David Graham, Vice President, Global Brand Protection for Authentix
With over thirty years of experience managing the extensive supply chains of numerous global retail giants throughout Europe, Africa, Australia and Asia, David brings a vast amount of expertise and knowledge to the Authentix Brand Protection team.

Having worked closely with Brands over the years—living and working in these continents—David is able to bring a better understanding and appreciation of what Brands are looking for to better secure their products in the hectic world of global brand protection and anti-counterfeiting.

To learn more about our brand protection solutions and how we can help you, please email David at David.graham@authentix.com.

By the Authentix Brand Protection Team

Whether you’re a brand owner protecting a commercial product or a government authority issuing critical, high-security documents, you’re continually faced with the ongoing challenges of combating illicit trade and counterfeiters.

To counter these constant attacks on legitimate industry players, high security authentication solutions are needed to safeguard the integrity of global commerce and can include both physical and digital security solutions. Security can be added to documents, products, and product packaging or labels. In addition to adding these security features, the more advanced and effective authentication programs should also include track and trace capabilities that allow the tracking of protected products throughout the supply chain.

With a comprehensive and well-curated authentication program, brand owners and governments can take a more proactive approach to protecting consumers from potential health and safety issues and themselves from the financial impacts of counterfeiting and diversion.

Product Marking: The Foundation

Physical marking solutions can range from simple yet effective to highly sophisticated and extremely secure. A typical marking ‘toolkit’ consists of four basic elements, each of which performs a different function, ranging from detection, prevention, deterrence and engagement.

• Tamper Evident – cannot be opened and reapplied without visible damage, therefore deterring and preventing nefarious actors from interfering with the product
• Overt – visible to the eye and hard to copy, which deters from and ultimately prevents attempts to mimic the feature due to the high barrier to entry both from a cost and from a technical point of view
• Semi-overt – visible to the eye upon performing a simple action, which means the brand owner can choose when to change a feature from covert to overt by timing the invitation to the public to engage in the authentication of the product
• Covert/forensic – invisible to the eye, detectable using a hand-held device (covert) or laboratory equipment (forensic); being invisible, covert and forensic features do not prevent counterfeiting, but they facilitate unequivocal and quick in-field verification of authenticity and detection of counterfeits.

A combination of these features presents the most water-tight strategy against a number of illicit trade activities including counterfeiting, diversion, and infringement. To ensure successful implementation with minimal impact to current processes already in place, the most effective approach is to integrate the application of security features into existing processes within your manufacturing and vendor base, whether it is printing, labels, tamper evident seals or specialized overt and covert inks, using existing materials and packaging designs.

Going Digital: Connecting your Asset to the Cloud

Product marking is the foundation that supports digital security technologies, given that the physical form of digital identifiers can be validated when combined with robust printed security features.

Products become digital touchpoints by adding unique, item-level digital identifiers to the product or its packaging. Unique identifiers can be delivered in various formats such as overt or covert Datamatrix codes, QR codes, human readable alphanumeric codes, or embedded NFC chips, added to any part of the product or packaging or other carrier vehicle. These digital identifiers can also be embedded into an existing code format or added as a covert ‘twin’ of a visible code in cases where codes are at risk of being removed in an unauthorized attempt to destroy the traceability of the product.

In general, there are three main users of this technology:

• Supply Chain Participants – manufactures, distributors, 3rd party logistics
• Inspectors – a brand’s internal team, local law offices, law enforcement and customs agents
• Consumers/e\End-Users – for authentication verification and engagement

What’s Next: Using your Connected Asset to your Advantage

Connected products are typically used in three different ways and for different objectives. These include journey tracking, authentication and consumer engagement as shown in this graphic.

Driven by a rules engine that is calibrated by the brand owner or government, each of these paths direct critical data back to them in the form of actionable insights and analytics that are leveraged for strategic decisions across multiple agency focus areas or corporate functions, such as legal, operations, supply chain, marketing and others.

Examples of data that can be gleaned include locations of suspicious activity, excessive scan volume, geo- fence violations, multiple scans/single ID alerts, top scanned codes, and more.

The Role of Data: Collect, Analyze, Act, Share

There are many areas in which data can prove exceptionally meaningful. These include:

• Secure mark: validates if the product is genuine or fake
• Distribution: routes, port of entry, freight forwarders, dates, etc.
• Illicit activity: captures and ear-marks products/codes that are suspected as counterfeit or diverted
• Source: increasingly important raw materials and components
• Product: records product make or model, part number, batch and quality control data
• Production: captures manufacturer, date and time of production
• Location: identifies where was the product made, shipped, sold, or scanned
• Consumer: opt-in driven consumer intelligence, contact data, location of scan, device, engagement

This data can easily be shared across internal teams, with law enforcement and customs, and used for benchmarking and best practices in discussion with other brands.

Examples of client dashboard in the Authentix DigiTrax™ platform

In summary, both physical and digital technologies play an important role in the fight against illicit trade. Creating digitally connected products turns them into valuable tools for inspection, reporting and communication. When leveraged to its full functionality, the combination of physical and digital technology is a game-changer for our industry.

To learn more about Authentix brand protection solutions, visit authentix.com.