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home > pmps > summer 2002 > shaping a brand security programme
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Pharmaceutical Manufacturing and Packing Sourcer

Shaping a Brand Security Programme

Similarly, packaging in today's branded economy has the ability to enforce expectations by imparting vital product information to consumers within multiple markets, by protecting and securing valuable packaged goods during transit and by complementing a firm's effort to communicate a brand's intrinsic benefit through in-store displays and graphic design appeal.

Yet a global risk currently exists from a competitor who operates in the shadows. Branded global products are at risk of clandestine attack from the illegal trafficking of counterfeit goods. Consequently, the more successful the brand is, the greater the risk of brand piracy. In the pharmaceutical sector for instance, the World Health Organization has recently reported that five to seven per cent of the world's medicines may be counterfeit.

Criminals known as 'brand pirates' take advantage of a brand's success by stealing the brand's image for their own gain. Public and private involvement varies across the globe. However, the savvy brand owner should not rely on government or legislative bodies alone to take the immediate and corrective action required to protect their brand(s). Rather, brand owners must stay one step head of the brand pirate and also realise that the ultimate responsibility for protecting their brands begins and ends with themselves.


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By Adrian Simmons, Manager of Security Systems Europe for Westvaco Brand Security Adrian Simmons is Manager of Security Systems Europe for Westvaco Brand Security (WBS). He is responsible for expanding WBS' presence among chief executives and brand managers at leading European companies to stress the need for - and importance of - protecting their brands in today's global marketplace.
Prior to joining WBS, Adrian was Director of Marketing and Business Development for Honeywell Industrial Specialties, where he led the development of a unique concept, aimed at providing a comprehensive solution to the global problem of brand counterfeiting.

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