A
brand represents an assurance
of consistent quality associated
with the company that owns it.
Brand building is an expensive
and continuous process where companies
spend time, effort and money in
building and sustaining their
brands. Like any other asset,
brands are prone to various forms
of attack such as counterfeiting,
duplication, alteration, misuse,
tampering, diversion, etc.
Most
brand owners prefer to take legal
recourse , along with some Packaging changes,
to tackle
the
issue of Brand
attacks.
Although such legal
steps are necessary for detecting and
preventing brand attacks in the short
term, these steps would not provide
a completely sufficient 'holistic' solution
to the brand owner in the long term.
Quite often, the ownership of brand
is not with the CEO or the Head of the
business, but distributed across the
demand and supply chain. Such brand
owners, hence, tackle brand protection
needs by some cost-driven packaging
changes. A 'holistic and integrated'
solution, if available, would provide
a much greater opportunity for the brand
owners to increase the business share
and profits through the otherwise lost
market, which are being consistently
stolen by counterfeiters.
Kavach
is India's first fully integrated and
customised brand protection solution,
which would not only help brand owners
increase their revenue in short and
long terms, but would also enable them
to reinforce consumer confidence in
their brands. The resultant improvement
in brand reputation would then be priceless.
Kavach
provides customised, technical
solutions to its manufacturing
partners and will assist them
in their effort to raise consumer
awareness of brand attack and
the methods that should be employed
to guard against it. On the one
hand, it helps manufacturers raise
awareness amongst end consumers,
dealers and sales staff; while,
on the other hand, it supports
the drive for more legal and regulatory
intervention to detect and penalise
brand attack.
Kavach manages anti-counterfeiting
as a 'brand issue' to help yield high
market share and profit.
Kavach enables brand ownership
to remain with the CEO / Head of the
business.
Kavach offers a 'total integrated
solution', encompassing customer education,
technological solutions and enforcement.
Kavach ensures that brand protection
becomes an integral part of every
branding exercise and review process.
The
greatest differentiation of the Kavach
system is that the technical solution
is a customised product, which meets
the specific needs of the brand. This
solution is made using multiple technologies,
is difficult to duplicate and, hence,
is much more secure.
The
second key differentiator of Kavach
is that it involves the customer in
the process of protecting himself. An
example is an automobile spare parts
manufacturer, who can use high-technology,
peel-off devices on the packaging, which
the customer will peel off to check
if the product is genuine.
Kavach's
total integrated system focus on:
Leveraging Technology
-
by building overt
features to highlight the authenticity
of the brand / brand owner.
Co-opting Consume
-
by involving the consumer
to confirm authenticity at the point
of sale, by publishing the covert
features.
Co-opting Channels
-
by providing point-of-sale
devices that enable consumers to
identify counterfeits and reject
them. This also enables targeting
dishonest channels.
Enabling Law Enforcement
-
by embedding overt
features to track and trace, and
by leveraging enforcement machinery
to catch the counterfeiters.
If
you think your brand is under attack
from counterfeiting, and you would like
to convert this threat into an opportunity
to improve your brand share, please
contact the
Kavach team.
