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Jura combatting counterfeiting

By NEWS SYSTEM
Published: September 7th, 2006
Related tags: Austria, brand protection, counterfeit, Hungary, Jura

Nowadays consumers are overextended in their purchase decision because of the manifold range of goods and the resemblance of the products. On this account the packaging itself becomes a more and more important information carrier. The packaging has to communicate tenors and has to create customer expectations like authenticity, distinctiveness, uniqueness, reliability and security.

To preserve this unaffordable value it is necessary to protect goods against frauds and counterfeiting.

The purpose of Brand Protection is to have tools and methods to distinguish an original product from a counterfeited product. These tools and methods have to be part of a strategy to improve the trust into a brand and to secure the whole production chain.

There are a lot of security solutions available on the market to protect goods against counterfeiting. It is quite difficult for the brand owner to decide which solution is the best for their products. Trustable suppliers are developing together with the brand owner an overall anti-counterfeiting strategy instead of offering only their technologies.

Levels of security

Some suppliers in the brand protection market are offering solutions on different security levels. To reach the highest level of security a mixture of features from different security levels are recommended. I.e. Jura JSP GmbH works on the basis of the following security levels:

1^st Verification Level

The first level is dedicated to the human senses. These features are easy to verify with the human senses and can be explained to the consumer by press releases, advertisements or internet sites.

2^nd Verification Level

The second level needs some equipment and knowledge. Customs, whole sellers, field agents etc. are using easy to use tools (i.e. magnifiers, UV-lamps, decoding lenses) to check these features.

3^rd Verification Level

The third level is reserved for in house testing and laboratories. Specific equipment (like microscopes, laser projection devices, spectrometers, etc.) enables the brand owner to verify his products on a forensic level.

Case study - Implementation of security elements

Product: Pharma Box; Design: Existing

First of all the customer gets in contact with the supplier. The contact is normally made on exhibitions or conferences. Sometimes it is also possible that the contact is established via a third party, via advertisements or via the homepage of the supplier.

Because of the confidentiality of the projects and topics it is mandatory to sign a Non Disclosure Agreement between the supplier and the brand owner.

As a next step the brand owner forwards the design/layout to the solution supplier. The design/layout will be analysed and checked if security elements (overt and covert) can be implemented. The supplier also analyses the production process to guarantee the realisation of the security elements on the pharma box.

The supplier provides the brand owner with some suggestions (mixture of features from the three different security levels) concerning the securisation of the product or both parties create a new security layout according to the customer’s demands.

Reliable supplier requests a test print to check the quality and realization of the security elements at the authorized printer of the brand owner. It is also naturally for the supplier to assist the printing house during this test stage.

If the brand owner agrees with the result of the test stage the roll-out will start.