Authenticateit: empowering brands in the fight against fake goods
If you have a product or a brand that is popular and in demand, you may find that you are or will become a target for
counterfeiters. Companies in a wide variety of industries are affected by counterfeiting, with the creation and sale of
fake goods impacting not only their bottom lines, but also their brand reputations and, in some cases, the safety of
their customers.
Novagraaf advises brand owners on the development and implementation of effective anti-counterfeiting strategies.
In addition, we have partnered with Australian company Authenticateit to provide companies and their customers
with a tool to proactively identify and stop the sale of fake products.
Counterfeiting is a growing problem for
Empowering brand owners
Any negative result will trigger an alert
businesses and economies around the
By registering their products with
to brand owners (and consumers),
world. Unfortunately, at present, there is
Authenticateit, brand owners will be
providing a pinpoint to the precise location
no easy solution for identifying or
providing consumers with a tool to
of the anomaly (via Google Maps) and
stamping out the sources and sales
inspect the origins and authenticity of the
enabling them to take immediate action
channels of fake goods. Instead,
products they are planning to purchase.
to stop, disable or neutralise the goods
companies need to draw on all the tools
Just as importantly, however, the records
at their point of sale.
at their disposal, from proactive trademark
generated by these searches will enable
registration and watching to on-the-ground
the brand owner to track incidents of
In addition, the app can function as a
enforcement.
counterfeiting and map parallel imports.
powerful marketing tool, enabling brand
This makes it a very powerful tool to
owners to communicate directly with
Fortunately, a new tool is on the market
proactively identify and stop the sale of
customers; for example, by sharing
that can enable brand owners to harness
fake products and grey market goods.
relevant product information, providing
the experiences and reach of their
after-sales support, activating warranties
consumers, enabling them to record and
A one-of-a-kind brand protection tool
identify counterfeit goods at point of sale.
The industry-leading smartphone app
This unique new solution is Authenticateit,
helps customers to verify the authenticity
a state-of-the-art brand protection platform
of the purchased product simply by
that comes with a free smartphone app
scanning the barcode (a GS1 DataBar or
Key benefits
(available for download on iTunes and
a Datamatrix). The results are available in
The Authenticateit solution provides:
Google Play).
34 languages, and there’s also an option
✓ Traceability, serialisation and
for brands to support a live chat function.
Did you know that the counterfeit
market is expected to reach US$1.77
trillion by the end of 2015 (ICC)?
The scanned information is fed back to the
brand owner, enabling them to track the
sale of legitimate, as well as fake goods.
or even initiating product recall.
authentication;
✓ Marketing and consumer interaction;
and
✓ Product recall possibilities.
A unique anti-counterfeiting solution to proactively
identify and stop the sale of fake products
The authentication process in 3 steps
Full capabilities and benefits
About Novagraaf
The tool provides brand owners
Novagraaf is one of Europe’s leading
1.The consumer scans a product
important insight by:
providers of intellectual property (IP)
Consumers use the smartphone app to
✓ Tracking and identifying counterfeits
services. Founded in 1888, we have
scan the serialised barcode held on
and parallel imports / transshipping /
grown to become the largest filer of
products, packaging, labels, swing tags or
grey markets;
international trademarks worldwide.
stickers. Each barcode is unique and can
✓ Serialising products for track, trace
only be assigned to a single product.
and authentication;
✓ Ensuring compliance with directive
2.The consumer receives
authentication results
If a product is successfully authenticated,
that the product is genuine, allowing them
If, however, a product does not match its
be notified instantly that the product could
services span the full life cycle of patent,
trademark, design and domain name
insights;
services from domestic registrations to
complex global portfolios. We offer clients
consumers;
✓ Offering consumers product safety
description or location, the consumer will
hotspots in five European countries. Our
requirements;
✓ Stimulating interaction with
to proceed safely with the transaction.
trademark professionals operate from IP
or mandatory traceability
✓ Capturing product and customer
the consumer will be notified immediately
Our team of more than 300 patent and
innovative tools for analysis and decision
making; IP rights monitoring and
anti-counterfeiting; and IP valuation.
and recall advice;
✓ Building trust and confidence among
not be authenticated, deterring them from
consumers;
About Authenticateit
Authenticateit Pty Ltd is an Australian
proceeding with the transaction.
✓ Making it clear to counterfeiters that
fake products won’t be tolerated;
Victoria. Established as a start up in 2011,
3.Brands are alerted
✓ Providing integration with the World
Authenticateit has successfully launched
Any negative result will also trigger an
Customs Organization’s IPM tool.
company headquartered in Melbourne,
services with a number of Australian
alert to the brand owner that pinpoints
brands in the following years.
the precise location of the product.
Authenticateit is the first system of its
This provides an important opportunity
kind, operating in full compliance with
to investigate potentially fake goods at
industry standards including EPCIS.
point of sale.
Authenticateit offers brand owners an
effective way to track, trace and deter
counterfeits and instances of unauthorised
distribution as they occur. For consumers,
the free Authenticateit smartphone app
provides access to product recall data,
an authenticity check and useful product
information simply by scanning the
product’s barcode.
authenticateit.novagraaf.com
Belgium
Netherlands
UK
+32 (0)2 675 57 07
+31 (0) 20 564 14 11
+44 (0)800 9777 829
France
Switzerland
+33 (0)1 49 64 60 00
+41 (0)22 979 09 30
www.novagraaf.com