The prosperity of the global economy has created good conditions for many multinational corporations. They have launched new products in order to maintain their position in the market. And consumers in these markets are very loyal to the brand.
Similarly, the brand economy of the packaging industry now allows packaging to deliver product information from different markets to consumers, protect the safety of the packaged goods during transportation, and strengthen the value of the brand through display on the shelves and attractive graphic design. And advantages.
However, these multinational corporations are now facing a dangerous situation in general, many of the world-famous products suffer from fake and inferior. The more successful a branded product, the greater the counterfeit blow it encounters. For example, in the pharmaceutical industry, according to the statistics of the International Health Organization (WHO), about 5%-7% of the world's pharmaceutical products have been counterfeited. The illegal elements use the brand's huge influence to create their own illegal interests. There are various means and methods. It is not enough for manufacturers to protect themselves by relying solely on government or legal means. Brand owners must personally take responsibility for protecting their products and participate throughout.
The first step: ownership
There are many methods that can be used by brand stealers to counterfeit, transfer, copy, replace, falsify, and so on.
First, brand stealers are likely to take away your profits and income. You have invested a lot of money in the process of developing and commercializing a brand, so it is necessary to protect the benefits that the brand can achieve in the market.
Second, the company's reputation may suffer losses, consumer confidence shakes, and brands have a number of negative impacts on their cost-effectiveness.
Therefore, a successful brand protection strategy must include brand managers, intellectual property lawyers, and other departments in the enterprise. In addition, brand protection specialists like WBS (Westvaco Brand Security) can provide a protection plan designed specifically for you to meet all the specific goals from start to finish.
Step Two: Build a Team
The problem of brand stealing is very serious. On average, brand owners need to spend about 400 billion U.S. dollars a year, and this number is also growing at a rate of 15%. According to the WTO forecast, at present, at least 5% of the products on the global market are fake and shoddy. Producers must take strong measures to solve this problem.
Companies must make consumers aware that senior management inside the company is trying to solve this problem. Second, it is necessary to establish a cross-functional team responsible for decision-making, creating a system for controlling the flow of information between organizations or suppliers. Of course, all strategies and programs are limited to those who need to know.
Finally, companies should focus on other companies in the industry that face similar problems. Especially for Asian countries, many companies adopt merger measures, and the communication of information between different organizations in the group must have an accurate basis.
What exactly are the problems facing each brand? Is the product being counterfeited, the package being counterfeit or the product being modified? The solution to each problem is different, and targeted security solutions must be used.
Once the main problem is found, the company can conduct further analysis to find out where the problem lies and the specific technology to be used. In order to complete this step, the company must estimate the effectiveness of the solution, consider how to develop the solution, and select the functional department within the company responsible for overseeing the implementation of the package.
The third step: preliminary assessment
First, the current threats must be assessed according to regions and brands. The challenges faced by companies in different markets in the world vary, not only because of the differences in the degree of local problems or the cultural differences between different regions. The production process may vary from country to country and the supplier may also be different. Therefore, issues that occur in different regions and different brands must be individually considered.
Step 4: Establish goals.
Control, contain, capture or prosecute?
to be continued)