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    The Battle Against Fakes: Latest Trends in Brand Protection

    Brand Protection is a crucial aspect that seeks to maintain a brand’s reputation and customer trust. The proliferation of counterfeit goods not only results in lost revenue and reputational damage but also poses a significant threat to consumer safety. Businesses are increasingly turning to brand protection strategies and anti-counterfeiting measures to safeguard their products and intellectual property. From the use of overt and covert security features to the integration of mobile authentication solutions, companies are taking a proactive approach to combat this global issue. In this article, the latest trends in brand protection and anti-counterfeiting will be discussed.

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    Tracing the Journey: The Importance of Supply Chain Transparency and Traceability

    Supply chain transparency and traceability are important aspects of brand protection and anti-counterfeiting industries. Companies can ensure that their products are genuine and safe for consumers while also safeguarding their brand’s reputation.

    Traceability can help in tracking and tracing products throughout the supply chain, from their products' production, transportation, or storage from the origin to the destination. This involves technologies including but not limited to barcodes and QR codes. This allows companies to detect any potential issues that may arise during the production, transportation, or storage of their products.

    Transparency involves making supply chain information available to consumers. This helps in building trust and credibility with consumers who are conscientious about the ecological and ethical implications of the goods they procure. De La Rue's security solutions are designed to address such concerns and promote consumer confidence in brand legitimacy.

    In addition to building customer trust and loyalty, traceability and transparency also help in the reduction of waste and optimization of operations, eventually improving overall sustainability.

    Identity Verification: Protecting Your Brand Supply Chain

    Identity verification has become increasingly important in the context of brand protection, ensuring that only authorized individuals have access to sensitive information and materials, reducing the risk of counterfeit fraud. As products move along their supply chain it is important that they are handled by authorized people and identity verification is needed here.

    The Traceology® platform requires identity verification for access. The platform is designed to be secure and requires users to provide proper credentials before they can access the platform. This helps ensure that only authorized personnel can view and track products in the supply chain, helping to prevent counterfeiting and fraud.

    Identity security is essential to modern life and robust solutions are required, giving rise to polycarbonate data pages. Polycarbonate is a thermoplastic known for its strength and durability. These data pages contain biometric data protected by advanced overt security features which are visible to the naked eye, such as holograms, and covert security features like invisible inks and micro-printing.

    De La Rue’s ID Security Solutions are designed to provide a high level of security and protection for personal identity and important documents.

    Synergizing Overt and Covert Features

    This is a popular and effective approach to brand protection and anti-counterfeiting.

    Overt security features, such as holograms or other optically variable features, are visible to the naked eye and serve as a deterrent to counterfeiters.

    Covert security features, on the other hand, are not immediately visible and can only be detected through specialized equipment or techniques. Examples of covert security features include micro printing and security inks such as UV (Ultraviolet) or IR (Infrared) inks.

    PURE™ and IZON™ are two advanced security features provided by De La Rue that offer protection against counterfeiting. They are verified by the hologram they carry using DLR Validate™ on a mobile platform. Both the security features combine the covert and overt features to provide a comprehensive security solution.

    Revolutionizing through cloud-based solutions

    Cloud-based solutions have emerged as a powerful tool for the brand protection industry. They provide a comprehensive, centralized approach to managing and protecting brand assets and products while improving supply chain visibility.

    The growing adoption of cloud-based solutions is due to their ability to provide a scalable and cost-effective approach to brand protection. They help with secure storage and backup capabilities, as well as security measures.

    The data is centralized and can be accessed from remote locations, making it possible for distributed teams to register and verify products. They allow for the creation of a centralized database that can be easily accessed and managed from any location with an internet connection. This ensures that all data is consistent and up to date, which is important in preventing counterfeit products from entering the market.

    The Traceology® suite is a brand protection solution that streamlines supply chain integration and big data storage. It offers an innovative eVerification solution to determine the authenticity of the security labels. Traceology incorporates DLR Validate™ to provide an additional layer of authentication.

    Brand Security with Mobile Authentication Solutions

    Mobile Authentication solutions enable consumers and other stakeholders to use their mobile devices to verify the authenticity of a product.

    The most important factor of the solutions is convenience. They are user-friendly, which allows consumers to simply scan a code of the product on their mobile phones and receive instant confirmation of authenticity. The mobile authentication solutions also help in gathering data and insights on consumer behavior such as when and where is the product purchased and which of them is the most popular.

    The mobile authentication solutions, like DLR Validate™, utilize advanced hologram authentication technology to confirm the legitimacy of the label in less than 10 seconds.

    Stay Informed, Stay Protected: The Power of Consumer Education in Brand Protection

    Consumer education plays a crucial role in the success of anti-counterfeiting and brand protection strategies. Educating consumers on how to identify genuine products and avoid counterfeit can help in creating a strong brand image and prevent the sale of counterfeit goods.

    Customers can be educated through labelling and packaging – which includes the incorporation of security features that are easily recognized, for example, unique serial numbers, QR codes, or holograms. Social media campaigns and public awareness initiatives can be used for consumer awareness, as well.

    This helps in protecting the reputation of the brand, maintaining customer trust, and safeguarding everyone from the threat of counterfeiting.


    Brand protection and anti-counterfeiting strategies have become increasingly important. With the advent of e-commerce and globalization, counterfeiters produce new ways to sell counterfeit goods and harm legitimate brands. As the brand protection industry continues to evolve, it is vital to stay informed and adaptable to protect intellectual property and ensure safety.

    To find out more about our comprehensive range of Brand Protection solutions: Click here