How Printers Can Fight Brand Thievery

Fighting diversion

A more complex and insidious problem, gray-market product diversion costs brand owners hundreds of billions of dollars worldwide.

Through fraudulent methods, gray marketers prey on the inability of brand owners to detect product diversion as their products wind through complex distribution channels around the globe. Product diversion reduces brand owner profits, revenues, and market share, while eroding brand equity. In addition, gray-market activity creates supply and demand imbalances, disrupts competitive pricing, and raises safety, regulatory, warranty, and liability concerns.