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Implementing a brand protection program

David Howard (shown), director product protection global brand integrity at Johnson & Johnson, spoke about how to implement a brand-protection program. "The first step in any organization is to know thyself," Howard advised. "Where are your products made? How do you distribute? Where do you market? Are you local? Regional? Global? Who touches your products?" Without detailed answers to such questions, solutions being considered or the ones already being implemented may be misguided, Howard told the audience at the first Brand-Protection Packaging Forum.

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