Kavach Recommendations:

Kavach is in the business of providing technological solution since last four decades. We are also engaged in providing Brand Risk Management (BRM) consultancy to various leading brands in India.

We wish to share some of our views and recommendations to manage the menace of brand attack. These are based on our experience and research on brand risk management.

1. Kavach believes that issues related to Brand Attack require personal attention of company CEO / Brand owner. It is an opportunity – a marketing challenge and not as a legal problem on hand.
   
2. Kavach agrees that law enforcement is a useful mechanism but it cannot be the primary or only solution to solve the issues of brand attack.
   
3. Kavach believes that each CEO/ Brand owner must look at the counterfeiter/duplicator as a competitor. Their business plan, like in any sound business plan, must involve customer to reject counterfeit/duplicate product. Here they may use law enforcement as a second level of vigilance to their rescue.
4. Kavach recommends to form a Brand Risk Management team within the organization who will develop, implement, review and continuously improve the whole process.
5. Brand owners must measure the extent of brand attack before we begin to resolve it. They must appoint experienced Brand Risk Management team to study and determine their supply chain for identification of weak links. This process makes it easier to quantify the losses – tangible and intangible for benchmarking in future.
6. Kavach recommends to use appropriate security technology which will help brands owners to involve customer. Some of these technologies can be selected to help brands in case of legal investigations and confirmation of genuine source.
7. It will be useful to deploy combination of various technologies and carefully design a multilevel security solution. Again, use of patented technologies is recommended.
8. Brand owners must carefully choose an experienced solution provider who is innovative, honest and ethical, having controlled manufacturing facilities.
9. Kavach recommends that brands must not buy security solution like buying other packaging material or stationery items. The paradigm change for buying security items must change. Do not tender for Security Solutions. It must rather be “Tender for vendor”.
10. Lastly, for some of those who feel, “There is no problem”, we would like to mention here the famous saying,

    “If you can make it, they can fake it”

    Kavach team will be pleased to assist you further in your fight against the menace of brand attack.