izvorni znanstveni rad
Impact of anticounterfeiting security packaging protection on brand value
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