Brand protection in 7 steps

Brand protection in 7 steps

Introducing a product and brand protection solution sounds like a mammoth task to many brand manufacturers at first. However, there are just seven project steps to an effective security concept.



How can manufacturers approach a "product and brand protection project"?

Volker Hahn, International Marketing Director at tesa scribos

Counterfeit products, grey market trading, warranty fraud and theft put both consumers and companies at risk in equal measures. According to the OECD (Organisation for Economic Co-operation and Development) and the EUIPO (European Union Intellectual Property Office), around 2.5% of all imports worldwide are counterfeit products, which amount to 500 billion euros every year.
Affected brand owners can actively protect customers and their own company by implementing a reliable security solution. Adopting a security concept may seem expensive and time-consuming at first, but it takes just seven steps to provide an effective security solution.

We have compiled a check list for brand owners below which will guide them to reliable product and brand protection in 7 steps. Detailed guidelines are available for download at the end of the blog post.

Read more

Check list for brand owners: brand protection in 7 steps

tesa SE
There are seven project steps to an effective security concept.
Step 1: Identifying the problem at hand

Brand owners should examine their markets together with their employees to identify current challenges. Are there any counterfeit products in circulation or trading with grey market goods, for example?

Step 2: Choosing the solution provider

Obviously, the solution provider must be in a position to deal with the identified problems. Further criteria apply: among other things, the provider should offer technologies which are not freely available on the market.

Step 3: Choosing the product to be protected

In this step, the brand owner establishes what needs to be protected. Should individual products or the whole range be incorporated into the security concept?

Step 4: Defining and creating the security solution

The security solution is developed together with solution provider. This is where different criteria come into play: What kind of problems need to be dealt with? What target group will check the security marking? Should an online product check be available via Smartphones?

Step 5: Implementing the solution in existing processes

The solution provider and brand owner work together closely to ensure optimum seamless integration into existing production and logistics processes. Time and cost efficiency are crucial.

Step 6: Market launch and active communication

All predefined target groups must be fully informed to maximise the security solution’s protection effect. Different channels are suitable, such as websites, posters, mail shots and leaflets.

Step 7: Validating the protection concept

Once the security solution is put into operation, it needs to be assessed on a continuous basis. Assessments will indicate any adjustments which are required. These include new product generations from the solution provider which need to be brought to the brand owner.
Read more
Questions or comments on this topic? Get in touch!

Contact us by email [brandprotection@tesa-scribos.com] or phone us on +49 (0)6221-33507-17.

Read more

Downloads