Brands (properties) that stand out and provide distinction can help win favour and demand from consumers, retailers and investors. Brands dictate the shelf space! But to keep it they need to be kept fresh and regularly refreshed. Sometimes unfortunately this popularity also brings with it the most sinister form of flattery - counterfeit, abuse and unauthorised sales.

People using your brand, logo or associated images or attributes without your permission or knowledge can:

• Damage your brand equity
• Damage your reputation
• Confuse consumers
• Lose current and potential sales

Brand Protection and Monitoring Solution

THE OFFICIAL LICENSED PRODUCT HOLOGRAM

Licensingpages and world renowned hologram and security printing specialists De La Rue have introduced a new security solution to help brand owners combat the risk of counterfeiting, licensing royalty fraud and to help distribution monitoring. The solution works by allowing brand owners, customs enforcement officers, consumers and retailers to clearly identify and verify legitimate officially licensed goods from counterfeit or unauthorised goods. As each hologram is numbered it can also act as an invaluable tracking tool, tracking the product from manufacture right through the distribution chain to the consumer.

The ‘Official Licensed Product’ hologram and security system has been adopted by Unilever, for example, for one of their key licensed brands in the Nordic territories which was launched in Spring 2006. Implemented by multi-national brands and promoted to consumers, retailers and enforcement officials, the ‘Official Licensed Product’ hologram is a universally recognisable ‘legitimate product’ sign.

Counterfeiting is estimated at between 8-10% of world trade each year or around $200billion. It cost the UK industry alone nearly £9billion in 2004 (source: Alliance Against Counterfeit & Piracy) and affects brands in all categories from clothing to confectionery. Not only are brand owners and manufacturers faced with losing profits from potential customers buying counterfeit products instead the real item, but issues such as the quality or method of distribution of counterfeit or unauthorised product can severely damage a brand’s equity and jeopardise future sales. The proceeds from counterfeiting often contribute to the funding of drug trafficking, terrorism and other criminal activities.