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Real or Fake: Brand Protection through Global Traceability

As the world races towards advancement and with many cities on the cusp of industrialisation, products are proliferating at a rate so swift that keeping up with them is becoming increasingly challenging.


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Published by SMF Centre for Corporate Learning
on 19 May 2016

Real or Fake: Brand Protection through Global Traceability

As the world races towards advancement and with many cities on the cusp of industrialisation, products are proliferating at a rate so swift that keeping up with them is becoming increasingly challenging. In this competitive landscape, product owners must meet the consumers’ demand for quality, and this is how standards must come into play. Using GS1 standards is a proclamation that one complies with a well-accepted globally recognized standard, thus assuring the security of the product. Furthermore, GS1 standards not only allow for a unique identification of trade items, it enables transactions to be recorded, ensuring an accurate exchange of information between trading partners and facilitating a streamlined traceability process.

This is why GS1 maintains a Global Traceability Standard. A business process standard, it improves the ability to track movement of products along the stages of the supply chain and trace the history, application, and/or location of products. It  serves a variety of business needs, including supporting product safety, complying with regulatory requirements and guidance on recalls, reducing business risks, and more. Supporting this is the Global Traceability Conformance (GTC) programme that has been designed to review traceability systems to ensure that companies correctly implement GS1 Standards. The intention is therefore to create a generic framework that is expected to be used by any business, industry sector,  organisation, and by any country to develop specific implementation guidelines or additional requirements.

In line with this, GS1 Singapore has launched a solution app that allows consumers to authenticate and trace a product’s supply source. The app, Authenticateit allows consumers to scan the barcode of a product to access detailed information – such as recall status, product ingredients, product origin from their source to the point of production – and verify its supply source and authenticity prior to purchase. This simple check provides consumers and brands complete confidence in the authenticity of each transaction, and ultimately stops the sale of illegitimate goods at the most critical point in the supply chain.

Besides brand protection, Authenticateit also helps to enhance consumer engagement through Product 360 module and data analytics. Every time consumers scan a product, they gain access to additional information tailored to that specific product. Understanding how consumers utilize this information empowers brands and provides them with the necessary tools to refine how and what product information they can provide their consumers about their products. Brand owners can therefore customise their marketing programmes to reach their target customers more effectively.

Said Mr Liew Wai Leong, CEO of GS1 Singapore, “This solution will benefit brand owners and consumers alike – consumers will be assured of the authenticity and supply traceability of the product, and brand owners can ride on this faith to build consumer trust and further boost their brand image. The solution also helps businesses better engage its customers and ties in with the advent of the digital age wherein savvy consumers are increasingly desiring readily accessible product information - made possible by the escalation of smart device ownership.”

The new GS1 authenticating and traceability solution is particularly useful for brand owners and stakeholders in Retail, Healthcare, and Food industries allowing businesses to take their engagement with customers to a new level.

Last Modified Date: 30 Mar 2018



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