According to the US Department of Commerce, businesses incur nearly 200 dollars of loss every year due to counterfeiting of their proprietary products. In an era, when product counterfeiting has become a global phenomenon, (according to leading market research firm, PIRA International, counterfeited products represents five to eight percent of global commerce) manufacturers are left with no other choice but to outsmart the forgers in their own game. Worldwide, tech-savvy manufactures are leveraging inkjet coders to pursue a multi-layered coding strategy in their battle against new generation counterfeiters. Before describing the nitty-gritty of such a scheme, let’s first explain why it is absolutely necessary in today’s business landscape.
From personal care to medicine, brand identity theft has become increasingly rampant, thanks to dramatic advancements in the fields of digital copying. These sophisticated techniques of mimicry have allowed people to produce near-exact copies of both the product and the packaging. Five to seven percent of the world’s medicines are fake, the World Health Organization (WHO) recently revealed. Counterfeiters are easily slipping these hard-to-detect copies into regular supply channels, and consumers who have been deceived, hold the manufacturers responsible for this confusion between fake and genuine. Companies falling prey to such fraudulent attacks experience a loss of goodwill, and ultimately a drop in sales.
Against this backdrop it has become important for manufacturers to track movement of their products on a daily basis, making it more difficult for brand-identity thieves to fabricate goods and packages. Adopting a multi-dimensional coding strategy enable those to stay one step ahead of the fakers. New generation inkjet technologies help implement this strategy through the incorporation of the following innovative techniques:
Unique codes for each single item provide an added layer of defense against counterfeiting attacks. They further enhance the efficacy of regular batch and iot codes, by altering specific characters. Sophisticated inkjet coders help generate and incorporate random characters to generate these single-item codes, making it more difficult for the unauthorized to mimic your product.
These are permanent codes that cannot be removed by unauthorized parties. Inkjet technology facilitates this kind of marking to improve brand reliability.
Hidden from the consumers, but visible to persons concerned in the supply chain, this type of coding provides an additional layer of protection against copying, and also helps conceal sensitive information from the public eye. Advanced inkjet solutions that are compatible with invisible fluorescing inks are used to print these codes. Channel partners can easily read these invisible characters carrying important brand information under high frequency lighting such as UV, with the help of easily available visual tools.
Large Character Barcode Marking:
This technique is used to add customized tractability codes to shipping cases. Sophisticated inkjet systems enable large character marking (LCM), which involves printing high resolution images and codes on shipping cases to effectively track the inventories as they move through the supply chain. Not only LCM is more reliable than previous generation case coding techniques such as labeling, but also offers a cost-effective way to print an array of information directly on to packages.
While working out a smart coding strategy is not difficult, you cannot expect to build it in a day. Fortunately there is no dearth of inkjet solutions in the market. Invest in the right inkjet coder to create a multi-layered brand protection strategy fitting your unique product needs. Tie up with a printing technology partner who can help you pick and choose from a wide range of solutions to power your multi-dimensional game-plan.