Brand security is an opportunity for package printers to be a bridge between technology providers and brand owners.

By Chris Mc Loone

Jack Walsh, marketing manager, brand protection solutions for Videojet Technologies, Inc., defines covert brand security as the concept of protecting a brand against damaging events like counterfeiting, diversion, and product terrorism by using marking/coding methods that are unseen to the consumer and other parties. “Examples of covert marking/coding techniques on packaging include invisible marks, inks with taggants, and nano marks,” he says. “Another example is hidden marks, or visible marks that are located inside a package, which means the package must be opened to view them.”