New division to provide low cost, high impact brand protection

NEW DIVISION TO PROVIDE LOW COST, HIGH IMPACT BRAND PROTECTION

Packaging coding management specialist Claricom has launched a new division, CounterFight, which provides an effective low-cost brand protection and anti-counterfeit solution across a wide range of markets/for a wide range of xx products.

The new CounterFight printer control system can be implemented using a company’s existing coding and labelling equipment and enables increased product traceability and quick and easy detection of product diversion, unauthorised parallel trading and counterfeit products at any phase of the supply chain.

The system uses specially-developed ‘mass serialisation’ technology to enable unique non-sequential security codes to be printed onto each individual item, case or pallet, alongside existing date, lot and barcode information. Typically printed as a simple human readable code (although barcode and 2D barcode versions can also be specified), the numbers can then be checked and verified at any time and in any place by authorised users via phone, SMS-text message or the Internet.

In addition, the system is able to print relational codes onto different levels of packaging, such as individual products and outer cases, making it effectively impossible for would-be counterfeiters to copy, while further increasing the traceability and brand protection options available to brand owners.

Using existing coding equipment minimises both capital investment and changes to the production operation and means there is no negative impact on line performance and efficiency. The CounterFight system allows codes to be applied at speeds of up to 1,500 packs per minute.

Because every number is generated in real-time and is unique, there is no need to store the codes, meaning the CounterFight system holds 100,000 times less data than competitive systems. Equally important, as individual codes are neither stored nor transmitted, there is no central security database that can be stolen or compromised.

It is estimated that counterfeiting cost industry around $535 billion in 2005. CounterFight says that although companies and brand owners are well aware of the problem, the high costs and complexity of many of the current anti-counterfeit products and systems have restricted take-up.

“Our research into the brand protection market concluded that many solutions at best required high capital investment and complex processes or at worst were theoretical and impractical,” explains CounterFight Product Manager Mark Fowkes.

“CounterFight, by comparison, uses existing coding and labelling equipment and therefore there is no capital cost, no additional materials required, no inventory management issues and no impact on product performance or efficiency.

“We have listened carefully to brand protection officers, brand managers and trading standards officials within a wide variety of industries. We believe our system meets the needs for low cost implementation, scalability, security and speed, both enhancing product traceability and providing an invaluable weapon in the battle against counterfeiting and product diversion.”

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