The growing development of communication technology has significantly raised the requirement for the exchange of data and information which comes with complex data security threats. To combat the potential threats, there is a requirement for brand protection and an efficient authentication strategy in place. The authentication and brand protection strategies are effectively implemented by several vendors through different solutions like anti-counterfeiting labels, tampered seals, DNA Ink, IR, UVB, metalized solutions, and security printing to legitimate manufacturers. Digitalization is widening the scope for product forging and counterfeiting, thereby there is a requirement for authentication and brand protection solutions.
The growing emphasis on safeguarding the brand and product integrity along with growing stringent rules and regulations enforced by the government are some of the key factors steering the growth of the global authentication and brand protection market. Branding is a vital factor due to which several companies are safeguarding their position in the market. Companies invest a huge amount to build brand image. However, counterfeiters can easily utilize the brand identity to encourage the sales of counterfeit products.
Intangible brand assets including slogans, logos, and brand names are protected by copyrights but still, companies are struggling to secure their physical products. Counterfeiting highly impacts the sales of the company, which in turn also damages the authentic brand reputation and trust in the market. However, sectors like footwear, clothing, agriculture, food & beverage, and pharmaceuticals are growing fast with high a CAGR. Also, these emerging markets are driving the global authentication and brand protection market to overcome the major challenges forced by counterfeiting and fraud activities.
The global authentication and brand protection market can be segmented into applications, offerings, technologies, authentication modes, and regions.
By applications, the market can be segmented into cosmetics, luxury goods, apparel, food & beverage, automotive, pharmaceutical, electronics, and others.
By offerings, the market can be segmented into authentication chips, RFID, barcodes, holograms, security ink, security labels, and QR codes.
By technologies, the market can be segmented into forensics, digital, covert, and overt.
By authentication mode, the market can be segmented into blockchain authentication and smartphone authentication.
Asia Pacific accounts for the largest share in the global authentication and brand protection market owing to the fast proliferating manufacturing sector in the region. Also, the growing economies like India and China are posing a huge demand for authentication and brand protection solutions. Also, the surging awareness regarding these technologies among the small and medium-size organizations will also accentuate the growth of the regional market. The rapid urbanization and fast growth of end-user sectors are likely to positively reflect the growth of the regional market in the forthcoming years.
Some of the significant players in the global authentication and brand protection market are Arjo Solutions, 3M, Giesecke + Devrient GmbH, Centro Grafico dg S.p.A., Avery Dennison Corporation, Authentix, Inc., De La Rue PLC, Eastman Kodak Company, Applied DNA Sciences, Inc., Authentic Vision, and AlpVision SA. To cite, Authentic Vision in 2020 stretched the partnership with HDMI Licensing Administrator, Inc. (HDMI LA), a new cable certification program wraps a new ultra-high-speed HDMI cable.
