How authentication can be a compelling branding asset
Contributor Davor Sutja urges marketers to employ technology that can demonstrate the authenticity of their brand and its products.
Luxury goods manufacturers put a lot of stock and pride into the superior craftsmanship and unique experiences they offer — and for good reason. What they bring to the market needs to be of the highest quality and incomparable to a forgery or knockoff; otherwise, they’ve lost their value proposition.
But with an ever-growing market of fraudulent items that deceptively imitate the real thing, anti-counterfeiting initiatives will continue to be a vital focus for both selling channels and brands looking ahead. Plus, with modern day consumers voicing the desire to be able to confirm the authenticity of the product during the in-store experience when they buy, ensuring that luxury goods are the “real deal” can actually become a wise branding choice, in addition to a vital inventory protection practice.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.