The Kavach Story

Brand Protection - Today's Business Armour

From time immemorial, man has used armour to protect his body from enemy attack, and over the ages huge investments were made to improve the quality of this protection. This concept, this need to protect the body, pervaded society, from east to west & north to south, for man has always battled man.

Today, such protection of man is addressed by advanced new technology, whereby individuals hardly notice that their bodies & souls stand protected against even the most vigorous physical attack. New materials provide new solutions, but the ancient concept of the attacker seeking to protect himself to the maximum extent possible, against retaliatory counter-attack, remains unchanged!

In the world of brands, the modern day soul or essence of many businesses, brands are subject to attack, without the fair play that hallmarked the medieval battlefield. In that era, especially in Europe, the heralds would call a truce at the end of each day; battle would resume the next. The honour of the knight depended on his respecting this practice. In modern times, in business as in war, all this has changed. Now, subterfuge has an important role in attack. Brands, today, are subject to fair attack through competing brands, and unfair attack through forgery, fraud and every devious means of cheating the consumer as invented by man!

The kavach logo, which reflects the ancient Sanskrit word that stands for the breastplate, or the armour to protect against an attack on the body's vital organs, is entirely apposite to the needs of today's brand protection.

In order to protect a brand from attack, visible as well as invisible "armour" must be used, defending against fair and unfair attack, countering every instance of non-heraldic cheating. The heart & soul of a business today includes its brand. And brands must be protected using the most modern systems of brand protection available, systems that are ahead of the various techniques available to those who seek to defraud brands. Heraldic honour, now long bygone, has been substituted by brand deception, brand subterfuge, brand replication & counterfeiting.

The brand owner must protect his property - and use every available technique to mitigate the risk of attack on the brand. This process of brand risk management is critical to protect brands.

Our logo, reproduced above, stands for the need for brand risk management systems. Kavach, the anglicised expression of this ancient Sanskrit term, is the embodiment of protection. This logo reflects our unique approach to providing modern, advanced & creative solutions towards brand protection & risk mitigation.

Kavach your brand - brand protection & risk management systems from PRS Permacel.