Measures to ensure authenticity at the level of companies...

Measures to ensure authenticity at the level of companies and enterprises

Commodity producers take the following measures to protect their products;

- organizational and legal;

- technical.

Organizational and legal measures are the activities of commodity producers against counterfeiters with the support of professional associations and with the help of invited patent attorneys.

A very actual measure is the activity of commodity producers united in professional associations (for example, the United States Juice Producers Union, the United States Union of Dairy Enterprises, the Rusbrand business association, etc.). A typical practice of these self-regulating organizations is the following: first, in pre-trial order they try to negotiate with falsifiers; in case of refusal of dialogue appeal to federal supervising bodies and the consumer organizations; if the manufacturer refuses to rectify the situation, they go to court. The affiliation of the manufacturer (service provider) to a self-regulatory organization, reflected in the product labeling and advertising brochures, is one of the guarantees of authenticity.

A number of firms in order to create reliable legal protection invite patent attorneys who can "calculate" possible variants of parasitism and to register a whole complex of brand elements. So, the company "Multon" to insure the brand "Good Juice", has registered a number of similar names (for example, "Good Dream"), and in the same font as the original.

To combat counterfeiting, which has already entered the market, there are a number of measures: filing a complaint with the arbitration court, the Federal Service for Intellectual Property, Patents and Trademarks (Rospatent), the judiciary. In the process of litigation, it is necessary to prove to the plagiarist the similarity of the brand-parasite with the brand to the degree of confusion (the term from the US Law of 23.09.1992 No. 3520-1 on "Service Marks and Appellations of Origin"). So, the Ekaterinburg firm "Kalina", which produces shampoo "Little Fairy", managed to prove the fact of similarity to the degree of confusion with the shampoo "Little Fairy", issued by the company in Kazan, as a result of the trial.

Technical measures are the use by the manufacturers of various elements of protection of their products: the original form of packaging, laser engraving, etc. By the combination of applied protection elements, the enterprises of the alcohol industry compete among themselves " ; for the first lines in the security rating .

An example of technical measures is the development of the original design of containers (bottles, bottles, plugs) in the development of new alcoholic products, perfumes, etc. The main requirement for technical measures is the creation of conditions when the cost of counterfeiting products will lead to the economic inexpediency of the production and sale of counterfeit goods.

Every year, the consumer makes increasingly stringent requirements for both the authenticity of the product and the level of its protection against forgery. In response to these demands, manufacturers are creating more and more complex protection schemes. Thus, the Ukrainian factory "Khortytsya", positioning its products as absolute quality alcohol, introduced the protection standard "Degree of absolute protection", in particular: each product unit is assigned an identification number; the bottle is equipped with an original self-destroying cap with a dispenser; on a label made on special technology, iridescent glare is created; in the glass of the bottle there are special facets: the date of bottling on the cap and the bottle in the same plane is applied.

Technical measures also include the provision of trade organizations with devices and instructions to detect forgery. So, in 2000, the Croatian pharmaceutical company "Pliva ( Pliv ) - developer of antibiotic Sumamed - supplied to the pharmacy small devices - "verifiers", which allow to distinguish fake from the original. The use of the device allowed to abandon counterfeits, but could not but affect the retail price of the drug. In essence, buyers had to pay for the fight against forgers. Another example of the use of instrumental methods for identification of falsification is the creation by the subsidiary company "DTT" Dupont portable device "Brend Scan", which allows you to instantly determine the content or absence of an elastic thread "Lycra" in the materials of clothing.

RFID (Radio Frequency ID) is widely used to identify authenticity. These devices are necessary to identify the object at a distance by means of radio waves. In 2003, the company Gillett ( Gillette ) became the first major company to order 500 million units of radio-frequency microchip labels and conducted their testing in the chains of stores "Tesco" and Wall-Mart & quot ;. The increased activity of volume is due to the fact that due to counterfeits of its products, it was forced to close several of its plants in 2000.

At the request of the Moscow plant, "Crystal" especially for the brand "Putinka" developed, patented and introduced a unique cap design, which provides (in the opinion of the factory workers) an unprecedented guarantee of product protection from forgery. A high-quality multilayer film with a holographic image of the inscription "Putinka R" is applied to the cap with a sliding tubular dispenser in a special way. This method was applied only in the banking sphere (when manufacturing plastic cards).

Considered the measures to ensure the authenticity, it is necessary to emphasize once again the fact that that the degree of security becomes one of the main competitive advantages. When setting a new product for production, its robust anti-piracy protection.

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