The International Chamber of Commerce and World Customs Organization estimates that the value of counterfeit products may reach $1tr globally in 2010. Counterfeiting is increasing worldwide as thieves use more sophisticated techniques and consumers buy more online. Use of Anti-Counterfeiting and Brand Protection (ABP) technologies and methodologies is especially important for manufacturers if the counterfeit versions of their products could represent a risk to consumer health or safety; compromise brand equity; result in lost revenues; or increase their liability risks. It is very difficult for legitimate manufacturers to keep pace with the increasingly sophisticated counterfeiting techniques and methodologies. Some of the current trends ARC sees include:
• The market for ABP technologies is growing; the U.S. government has found that counterfeiting and economic improvements increase in parallel and will continue to grow as the economy improves into 2011. Therefore, the need for manufacturers to add more ABP technologies and techniques will increase.
• The internet is one of the largest drivers for counterfeit products - and this trend will continue.
• More and more companies are forming dedicated brand protection teams focused on deterring counterfeits through the supply chain. Companies no longer rely on disparate organizations to tackle this problem.
• In an effort to secure their supply chains, companies are becoming more focused in how they deploy ABP technology, methodology and strategy.
• The volume of products stolen along the supply chain (such as in tractor-trailers) is on the rise.
• Along with ABP, the industry is seeing an increase in the number and volume of recalled or diverted products, and in problems that need to be addressed using similar strategies, technologies and methodologies.
ARC's recent Anti-counterfeiting and Brand Protection market outlook study provides in-depth information about the market forecast, growth, strategies and available technologies. The study also includes profiles for more than 50 anti-counterfeiting and brand protection suppliers.
To gain better insight into how today's manufacturers are tackling the problem, ARC sponsors an ongoing brief and confidential end user Best Practices survey and invites manufacturing end users to participate in it. ARC uses a summary of the survey to update its coverage of industry trends continuously.
Additionally, ARC is hosting an Anti-Counterfeiting and Brand Protection Workshop and seminar at its 15th Annual Executive World Industry Forum in Orlando, Fla., February 7-11, 2011. ARC believes that any executive interested in learning more about the latest strategies, tactics, approaches, and technologies for securing their supply chains against counterfeit or diverted products would benefit considerably from attending these sessions and workshop.
ABP session speakers include:
• Dennis Fetting, National Program Manager and Senior Special Agent, Homeland Security Investigations, U.S. Department of Homeland Security
• Ron Guido, Vice President, Global Brand Protection & Supply Chain Integrity, Johnson and Johnson
• Martin Kenner, Global Technical Director, Security Systems Division, 3M
• Eduardo Salas González, Operations IT Manager, British American Tobacco
Based on current trends, ARC does not believe that it will be possible for manufacturers to keep up with the increase in counterfeit products and maintain the security of their supply chains without continuous vigilance, improvements and updates.
For additional information, readers can contact Janice Abel via e-mail at jabel.arcweb.com, or via telephone at 781-471-1191.
