Tehničko veleučilište u Zagrebu · Zagreb

Impact of anticounterfeiting security packaging protection on brand value

izvorni znanstveni rad

izvorni znanstveni rad

Impact of anticounterfeiting security packaging protection on brand value

Vrsta prilog sa skupa (u zborniku)
Tip izvorni znanstveni rad
Godina 2022
Nadređena publikacija PILC 2022 PAR International Scientific and Professional Leadership Conference STRATEGIC LEADERSHIP
Stranice str. 315-324
Status objavljeno

Sažetak

The paper presents the importance of introducing security protections on the packaging. Various modern protections are presented and the advantages of innovative protection “Infraredesign” on packaging products are described in detail. Brands are extremely vulnerable to counterfeiting, and everything is emphasized by Internet commerce, which has increased in recent years due to the isolation caused by the Covid-19 pandemic. The innovative packaging protection we describe protects not only the brand but also consumers from various forms of abuse. The great advantage of “Infraredesign” is the simple implementation that does not increase the cost of the packaging process and provides an extremely high degree of security. It is impossible to scan or photocopy the displayed protection and thus counterfeit it. Infraredesign has been successfully implemented on Croatian pharmaceutical products and other products. The availability of infrared cameras also increases the attractiveness of the application because detection is simplified

Ključne riječi

brand value; anticounterfeiting packaging protection; Infraredesign