MILLS RIVER, N.C.—UPM Raflatac, a full product line supplier to the wine industry, announced a new 24-hour service offering to the Napa Valley, Calif. region.
Brand protection is hot and getting hotter. A brand’s equity needs to be protected at all costs. It is sometimes developed over decades, can impart implicit trust, and can be lost in a matter of days, if not hours. Some major consumer products companies are getting first-hand exposure to the ramifications of what can happen. Mattel is taking a beating with multiple recalls involving its Fisher-Price and Barbie brands, and Colgate-Palmolive’s Colgate toothpaste has had a scare due to counterfeit products on the shelf. Companies have an exposure with any negative events impacting their brands whether they are responsible for the problems or not—and they