Hologram Manufacturers Association of India

STAY AHEAD IN THE BURGEONING GLOBAL COMPETITION

Enhance your Brand Image!

YOUR BRAND VALUE IS:

• AN INTANGIBLE ASSET
  The Goodwill (A Golden Goose),
  The lifeblood of the company
  Of genuine economic value - can be many times of the balance sheet value
  Creates influence on a market - speeds up the time to peak sales
  A part of market capitalization - financial representation of ‘how a business is valued by its shareholders’
• A RELATIONSHIP - between You & the Buyer

YOUR BRAND VALUE BENEFITS:

YOUR END CONSUMERS
Guarantee of quality, way to choose, added pleasures.
YOUR RETAILERS
Store traffic & premium prices - the benchmark for private label.
YOU, THE MANUFACTURER
The means to compete, your strategic muscle, and security of earnings.
YOUR SHAREHOLDERS
Relates to share price performance, and the quality of earnings.

YOUR BRAND IS VALUABLE ONLY WHEN PROTECTED.

If you don’t take sufficient steps to protect your brand and the counterfeiters are allowed a free rein, the value of the brand will rapidly erode.
Huge sums of money may be at risk in terms of lost sales by not defending your key products.
Counterfeits of your product could damage your brand permanently
Name once damaged, is very expensive to repair, both in terms of time & money.
You may be able to put the cracks together but will never be quite sure of it.
Rebuilding cost could be 3 times or more of what it cost you earlier to establish your image.

Brand Protection, is therefore a must

Being even a legitimate producer, you could be liable for a counterfeit of your own product that may have caused harm or loss to the customer –if he establishes that you could have anticipated the counterfeiting but failed to take steps to prevent or reduce it.
Legal responsibility and obligation, therefore, rests with you, the genuine manufacturer. You must take preventive action to protect your products from being counterfeited.
If your products have been counterfeited, the Courts may ask you:-
o What are you doing to protect your product?
o Was your products’ counterfeiting and consequent injury foreseeable?
You have to establish a record of protecting your product and to reduce the risks of costly damage claims in product liability cases

Brand protection is a marketing function- not an added ‘product cost’

To be competitive, don’t reduce costs by simply cutting in many areas to save a small percentage. Don’t ignore the developing & nurturing your brand value.
It takes a very nominal investment and simple effort to protecting it.
Don’t see it as money wasted, or an advertising expenditure — a small ’saving’ may put your whole project in jeopardy, risking its very survival.

SOME have been heard saying, “I can’t keep up with demand. Duplicates only make my name more famous specially in the markets where I do not sell”. But the continuing damage to their brand image will kill their name and consequently the total sale.

Paradigm shift in thinking is required, Therefore

From cost minimization to benefit maximization
Improved management will result in better growth.

A fraud preventive security & authentication process is vital for brand owners, buyers, sellers, banks/ financial/academic institutions and Govt. Tax Collection Agencies