contact Knowledge magazine Special Edition TÜV Rheinland new Test Mark

KNOWLEDGE MAGAZINE BY TÜV RHEINLAND

contact Editorial Information Publisher: TÜV Rheinland AG, Communication, Am Grauen Stein, D-51105 Cologne Phone: +49 221 806-4314 Fax: +49 221 806-1760 Internet: www.tuv.com Responsible: Hartmut Müller-Gerbes Coordination: Gabi Kimura Editing, design, production: S+L Partners GmbH, Cologne Printing: Druckhaus Ley + Wiegandt, Wuppertal

Photos: Lothar Wels (p. 2, p. 10-12, p. 14-15, p.

18-19); TÜV Rheinland AG (Back cover, p. 2, p. 4, p. 6-7); Ralf Bille (p. 3); PROBilder/Fotolia (Title); Logostylish/Fotolia (p. 8); Ildogesto/Fotolia (p. 9); E.May/Photodisc/gettyimages (p. 13); interfalz/obs (p. 16-16)

Print

compensated Id-No. 1327684 www.bvdm-online.de

MARKETS OF TOMORROW THE NEW TEST MARK INCREASES THE BRAND'S VALUE MANAGERS OF TODAY MANFRED BAYERLEIN ON TRUST IN THE GLOBAL MARKETS SAFETY AT ALL TIMES PRODUCT PIRACY IN THE SIGHTS OF BRAND PROTECTION SPECIALISTS

SPECIAL EDITION NEW TEST MARK

02

Content / Editorial

contact special edition new test mark

BACK TO THE FUTURE MANY COMPANIES SPECIALIZE IN ONE CORE BUSINESS, such as automotive or aircraft construction or shipbuilding. We are specialists in inspections. In this regard, nearly no other company is as versatile as TÜV Rheinland. A total of six business streams cover almost every aspect of life with their inspection services – on every continent and while always staying on top of the very latest developments. In doing so, there is one essential symbol that keeps us connected with you, our customers and end consumers, across all borders: the TÜV Rheinland test mark.

Our test mark is the visible indication of the highest possible quality in testing products, services, systems and processes in all sectors. For many people it represents TÜV Rheinland as a company. Our previous test mark only partially met this high standard. And, just as the company has further developed in recent years, becoming more competitive for the future, our new test mark will make a great leap forward in its appearance, giving a clear signal for future-oriented, successful economic orientation. This change, however, is not just cosmetic or restricted to design only: In future, TÜV Rheinland will present itself with a new unique and globally uniform test mark. This special edition of contact

04

14

10 18

03

contact special edition new test mark

is therefore intended to inform you about the background to this decision, including its preparation over many months, and describes what in particular will change for you, our cherished customers, service providers and end consumers.

Learn what components make up our new test mark and what the classification system behind it is (page 4). In interviews, CEO Dr.-Ing. Manfred Bayerlein and Chief Technology Officer Volker Klosowski describe the strategic context, the changes, advantages and effects the new test mark will bring. You can also read about how companies can take action against product counterfeiters (page 13).

We hope you enjoy reading this magazine!

Hartmut Müller-Gerbes Head of Corporate PR and Media TÜV Rheinland AG

Yours,

KNOWLEDGE 04 Cover story: Square & New Our new test mark benefits your company

13 High-tech sets the tone Invisible and yet successful. Forensic protection of products

16 Defending the brand!

Specialist for color standards RAL successfully acts against product counterfeiters SPOTLIGHT 08 Trend research, QR codes, Certipedia

PEOPLE 10 The mark of good times to come Dr.-Ing. Manfred Bayerlein on the great benefits of the little mark

14 On the hunt for counterfeits and pirated copies Protecting against product piracy with the new TÜV Rheinland test mark

18 The future used to be better!

Dipl.-Ing. Volker Klosowski on the additional benefits that customers offer their customers

04

Knowledge The new test mark

Allow me to introduce myself. I am your new TĂœV Rheinland test mark.

contact special edition new test mark

The new test mark Knowledge

contact special edition new test mark

SQUARE PRACTICAL NEW

SINCE JANUARY 2013, TÜV RHEINLAND HAS PUT EVERYTHING INTO ITS NEW TEST M ARK. NOT ONLY ITS LOOK HAS CHANGED. AN OVERVIEW EXPLAINS THE TESTING PHILOSOPHY BEHIND IT.

SQUARE, MODERN AND UNMISTAKABLE: The new appearance of the TÜV Rheinland test mark catches the eye right away. Its modified style and shape subtly makes it stand out from other test marks and its predecessors. At the same time, it cuts a great figure in the media – this applies equally to websites, advertisements or product packaging.

The new test mark appeals thanks to its clear shape.

The relaunch, however, is not restricted to the design alone. For this purpose TÜV Rheinland has optimized the individual components that make up the test mark, which include the service catalog, the keywords and the certification database Certipedia. Moreover, the QR code is a crucial addition to the new test mark.

One brand, one appearance "A brand must have a uniform appearance in order to emphasize its value," says Gabi Kimura who, as Senior Marketing Manager International, coordinated

the internal introduction of the test mark at TÜV Rheinland. "In the past, the large number of different TÜV Rheinland test marks meant that we weren't able to fully exploit the brand's potential". Instead of over one hundred variants in different sizes, colors and fonts, TÜV Rheinland will from now on award a single test mark which is identical all over the world and for all business streams. This improves brand recognition, increasing the value of the test mark, which, in turn, also increases the value of the products and services that carry this test mark. All tests and test marks previously awarded remain valid. Of course companies can switch to the new test mark immediately and start benefiting from its advantages right away.

A core component of the changes is the new service catalog, which was developed in parallel to the new test mark. It puts forth a binding requirement that governs which inspection services have to be rendered in order to award the test mark, in addition to prescribing which

05

06

Knowledge The new test mark

contact special edition new test mark

TEST MARKS & EXTENSIONS 1

3

www.tuv.com ID 1000000000

2

keywords the test mark ultimately carries. Furthermore, the catalog categorizes all tests and determines whether and under what conditions the TÜV Rheinland test mark is awarded and what is written beneath the TÜV Rheinland logo: "Tested", "Inspected", "Certified" or "Listed" (German: "Geprüft", "Überwacht" or "Zertifiziert" for the German market). Important: None of the inspection services previously offered will be dropped in the future!

Reading material for the consumer The QR code, ID number, keywords, external test marks and year rings have all been added to the test mark. The QR codes are able to deliver important additional information about the product within a matter of seconds using any commercially available smart phone. This offers effective protection against counterfeits. The ID number also provides access to the certification database Certipedia, fromerly TUVdotCOM, which has been revised as well. The keywords explain the scope of our inspection services. Additional external test marks such as the GS mark may also be used. Year rings have been implemented for periodically recurring tests.

Given the constant technological, economic and social changes, it is only natural that the inspection services demanded should change as well. TÜV Rheinland therefore updates its service catalog on a regular basis.

2

Money isn't everything Feasibility and profitability are no longer the sole criteria for including inspection services in the catalog; ethical principles are becoming more and more important too. Ethical guidelines provide mandatory regulations on what has always been the case; in future, only tests, inspections and certifications for products and services shall be carried out which adhere to our values and the principles of the Global Compact platform of the United Nations. Global Compact is an international network of companies and organizations that works for human rights, fair labor standards and environmental protection, while combating corruption at the same time. The uniform global appearance of the new test mark is one of the decisive reasons for the relaunch. The components ultimately included in the test mark depend on the respective service and on the contractual agreements between TÜV Rheinland and the customer.

The picture above describes the possible elements.

The new test mark Knowledge

contact special edition new test mark

4

5

1

Management System ISO 9001:2008

www.tuv.com ID 1234567890

2

1 QR code: The QR code (QR stands for 'quick response') has been added to the test mark at the request of customers. Scanning it with a smart phone provides direct access to the certification database Certipedia by TÜV Rheinland – a service that no other provider of inspection services offers at the moment. Here you can find comprehensive information about products, manufacturers and tests. Direct access helps to detect product and test mark counterfeiting more quickly, thereby increasing security. The database was extensively revised during the relaunch. Consumer-friendly bonus offerings such as photos, videos and descriptive texts also generate a promotional effect for TÜV Rheinland and the customer alike.

2 ID number: As before, you can access the web page of the newly revised certification database by entering the ten-digit test ID number on Certipedia.

Those who wish to learn more about the test can find even more comprehensive details on Certipedia than before.

2

3 External test marks: Test marks such as the GS mark are an integral part of the TÜV Rheinland test mark.

4 Keywords: The number of keywords has been reduced, which does not affect the depth of information as the keywords are the same worldwide. They no longer describe the content of the test, but the results – for example, "Tested quality" or "Certified management system ISO 9001:2008." In defining the wording, we put a strong emphasis on clarity for the final consumer. A test mark without limiting keywords will only be awarded for complete safety tests in future.

5 Year rings: The date of the periodically recurring tests is shown by the year rings.

07

08

Spotlight

contact special edition new test mark

EDGING OUT THE CIRCLES Easily recognizable, simple and functional: This is how the design of the new test mark by TÜV Rheinland can be described in just a few words. These features are exactly what customers all over the world are looking for: no coincidence, as TÜV Rheinland performed an in-depth analysis on what they wanted in advance. A large study in August 2011 provided valuable insight. TÜV Rheinland and a renowned international market research institute conducted a joint survey of existing and potential

customers in Germany, Spain, China, Japan and the USA. Those questioned confirmed unanimously that the test mark plays a vital role in the success of their business: because on the one hand it proves that statutory requirements and standards are adhered to, while on the other it acts as a marketing instrument, convincing the consumer of the product's quality. Another result: Along with criteria such as expertise, customer service and costs, the name and its familiarity in the sector are decisive in whom a company chooses as their provider of inspection services. In the study, companies rated three different test mark variants: two circular designs and the newly-introduced square shape. The new test mark prevailed by a long way.

QUICKI CLICKI You can find them on billboards, in magazines and on brown bags: QR codes are everywhere. From now on, TÜV Rheinland will be harnessing the benefits of the black-and-white speckled square for its test mark – the first provider of inspection services to do so. QR stands for 'quick response.' The name says it all: When you scan the code with your smart phone, you are redirected to the incorporated web address immediately without the inconvenience of having to enter it manually. A simple click with the camera and you are provided with the content stored on the web. The maximum volume of information that a QR code can hold is nearly 3,000 bytes, which corresponds to almost 4,300 alphanumeric characters (letters and numbers). Generally, the more dots the code contains, the more information it holds. By the way: If you think

the speckled square was invented solely for smart phones, you are mistaken! It has been in use since 1994 and was originally conceived as a means for labeling in the logistics department of Toyota. By incorporating the QR code for its test mark, TÜV Rheinland aims to achieve two primary goals: security against counterfeiting and user-friendliness.

After all, direct access to the respective page in our certification database Certipedia is not only convenient, but also serves to detect fake product and test marks. Of course, you can also access the site by entering the tendigit test ID number – it's just not as quick.

contact special edition new test mark

Spotlight

FUTURE-ORIENTED SERVICE

13 years ago, the TUVdotCOM.com certification database was born. A nice birthday to celebrate, you might say? But no: for an online platform in this fastmoving age, in which IT products, software and hardware become obsolete at a rapid pace, the number 13 is neither lucky nor a reason to celebrate.

100 years ago, sabers, porcelain or medals were true status symbols and were held in families for generations. Today, the average lifespan of the status symbols of the 'like buttons generation', including software, hardware, smart phones, tablets and PCs, is around two years. TUVdotCOM.com is a data platform and work tool rather than a status symbol; it is more of a symbol of prudence. But it has been continuously filled with information since its birth 13 years ago and, on the basis of IT technology from 2000, is not really able to keep up with the times. The need for action is even more urgent as the flood of data and its corresponding growth has been steadily increasing in recent years. With TUVdotCOM.com, there was also the issue of confusion due to the similarity in spelling with the global corporate website, tuv.com. Here, on tuv.com, customers, journalists and all interested parties can obtain fundamental information on our company.

Certipedia offers useful information and data on services and testing provided by TÜV Rheinland, as well as on the products and manufacturers tested – for both authorities and end customers.

In contrast, TUVdotCOM.com is a company-owned certification database. This aging certification database is now being revised both visually and in terms of content. A new database has therefore been created that is not only equipped with the latest technology of today, but also fit for the future. And a new development deserves a new name: Certipedia.

Certipedia will offer increased functionality, greater clarity and more word combinations, and will generally be more user-friendly than its predecessor. The name Certipedia alludes to both certification and a well-known online encyclopedia. In future, our database will be able to hold more comprehensive information on the desired product, our certificates and their validity period. You can find our new certification database under Certipedia.com – pay us a visit and put us to the test.

09

10

People Dr.-Ing. Manfred Bayerlein

THE MARK OF GOOD TIMES TO COME CEO DR.-ING. MANFRED BAYERLEIN ON THE SIGNIFICANCE OF THE TÜV Ü RHEINLAND BRAND AND WHY THE "CARRY ON" MENTALITY SOMETIMES JUST ISN'T ENOUGH.

contact special edition new test mark

contact special edition new test mark

Dr.-Ing. Manfred Bayerlein People

HOMESICK FOR A FARAWAY PLACE! Dr.-Ing. Manfred Bayerlein studied Material Sciences and Information Technology at the University of Erlangen-Nuremberg. The man from Bayreuth in Upper Franconia has been CEO of TÜV Rheinland since September 2011. His goal for the years to come: To grow internationally!

TÜV Rheinland expects considerable benefits from the new test mark – for its customers and its own position on the market alike. Aren't you expecting too much?

Let me put it this way: Last year we celebrated the 140th anniversary of TÜV Rheinland – a true success story which we are very proud of and intend to continue. We wouldn't be able to sustain this success if we were still operating in the same way as 140 years ago. Thousands of new products and services emerge every day around the globe, and testing them is both important and the right thing to do. We stand for independence, neutrality and expertise, and so does our test mark. The new test mark lays a solid foundation for expanding further on our success in the years to come, as it makes our services more unique, more counterfeit-proof and more valuable. In doing so, its shape and appeal present all the positive characteristics and messages that make up our success: momentum, strength and stability.

Why does this little test mark in particular hold such great significance?

It's in the nature of our company. As a provider of inspection services, we don't manufacture tangible products. The test mark is the visible part of our work.

It stands both for our services and for our company as a whole. TÜV Rheinland has always enjoyed an excellent reputation with companies and consumers alike, and this trust in our test mark is what really makes the difference in terms of value. Market research has

proved this, and our employees experience it on a daily basis, too. We strive to maintain and make use of the trust that people have in us. At the same time, we must not be afraid of changes or what the future may hold. Those who become complacent or rest on their laurels are bound to miss the boat. As we have done throughout our history, we therefore have to reevaluate what we do and face new challenges boldly. That's why it was time for a new signal, a new test mark. And we have now successfully met this challenge in my opinion.

You just mentioned that it is time for a change. Why now, exactly?

Fortunately, we have been experiencing a strong phase of growth and global expansion in recent years.

This simple fact brought about an abundance of special regional and in-house developments. And it is our stated aim to grow even further internationally.

The problems caused by the many different test mark looks would have become even more clearly visible.

Due to the high number of existing test marks that threatened to dilute the TÜV Rheinland brand, we were forced to react. A brand has to be easily recognizable and unmistakable. Only then can it thrive. Every successful company follows this principle. We may not be Apple, Coca-Cola or Mercedes, but the TÜV Rheinland brand has a strong appeal for our customers. This appeal increases as the brand becomes better known. And of course, a uniform test mark gives an additional boost in terms of awareness.

11

12

People Dr.-Ing. Manfred Bayerlein

contact special edition new test mark

"THE VALUE OF A BRAND IS INEXTRICABLY LINK ED TO THE TRUST THAT CUSTOMERS AND CONSUMERS HAVE IN THE QUALITY OF THE PRODUCTS"

extensive catalog or contact us to find out whether a suspect test mark is genuine or copied.

So you're saying that the TÜV Rheinland label must also match the content in terms of quality?

Exactly. Anything less would make customers and consumers unsure of the brand, and nobody would be able to identify with it. The value of a brand is inextricably linked to the trust that customers and consumers put into it, because they then automatically regard the product as valuable in every sense of the word. If we transfer this idea to TÜV Rheinland, it is essentially absurd that we have been assigning test marks in totally different shapes, colors and sizes up to now. Why should companies in China, Brazil or the USA apply a test mark to their products which they want to sell in Germany, India or Australia if this test mark isn't even known in the respective target countries? Thanks to our new test mark, we are able to differentiate ourselves clearly from the competition while also investing in our brand. This benefits us just as much as it does our customers, as well as offering companies, consumers and of course authorities much better orientation.

Can the relaunch of the test mark also be regarded as a change in strategy?

Our goal is to position ourselves as the best sustainable and independent testing and inspection corporation. Some things that we took for granted in the past have now, in the process of the relaunch, been differentiated, formulated and discussed, and improved where necessary. Take, for instance, the fact that our everyday life has long since been dictated online. People are used to being able to call up all sorts of information at any time. That is why we developed a test mark whose features meet these expectations and are ideally suited to multimedia use. Furthermore, with its additional elements, the new test mark provides information in a clear and understandable manner – a characteristic that is becoming ever more important in a world flooded with information.

You say the new test mark also takes the fight to product piracy?

That is correct. TÜV Rheinland is a global player and internationality has long been both a pleasing reality and a great challenge in the everyday life of our company. Just like our customers, we are increasingly affected by product counterfeiting, which is not limited to copying goods or services, but also includes safety codes and safety test marks.

In the future, customs officers or authorities in any country on earth will not have to search through an

What is the role of the service catalog in the context of the relaunch?

The service catalog guarantees our customers that the services we provide offer the same high quality all over the world. It creates transparency and leaves no room for gray areas. In addition, the service catalog sends a clear signal: TÜV Rheinland doesn't sell test marks, but services – with a test mark as proof of successful completion. A small but vital difference that I believe underlines the credibility of a provider of inspection services.

contact special edition new test mark

Product piracy Knowledge

HIGH-TECH SETS THE TONE THE GERMAN SUPPLIER Louis Renner GmbH, who produce parts for the interiors of pianos made by renowned manufacturers such as Steinway, Bechstein, Bรถsendorfer and Schimmel, sometimes fell silent when customers complained about the poor sound quality of the musical instruments. The reason for this was not faulty parts from their own production, but counterfeited products from the Far East put into circulation by middlemen. However, the problem was proving this, with more than 6000 parts in every single piano, some of which are very small indeed. The solution came in the form of a forensic procedure developed by Polysecure, a start-up company from Freiburg, Germany. It coated the over 6000 individual parts of the piano mechanism with extremely fine ceramic particles that are made luminescent using an appropriate device, thus making it possible to prove whether the mechanism complained about is genuine or counterfeit.

13

14

Knowledge Product piracy

ON THE HUNT FOR COUNTERFEITS AND PIRATED COPIES

ONLY GENUINE WITH THIS MARK Saskia Roth has been tracking down counterfeiters at TĂœV Rheinland for many years now. Her summary: A well-made copy can be recognized in that nobody can recognize it. Even experts reach their limits in this regard. It is therefore wiser to prevent copies instead of hunting them.

contact special edition new test mark

contact special edition new test mark

Product piracy Knowledge

15

THE DANGER OF BEING TARGETED BY PRODUCT PIRATES IS HIGH. TÜV RHEINLAND IS DOING ITS PART TO COMBAT COUNTERFEITERS – THE NEW TEST MARK HELPS TO ACHIEVE THIS GOAL. SASKIA ROTH, AN EXPERT IN THE FIELD, ON THE SUBJECT OF COUNTERFEITING: Where does brand piracy begin?

When goods are imitated down to the tiniest detail.

Oftentimes this occurs in conjunction with the illegal use of the real brand name. These products are thus considerably cheaper, but most of the time the quality is inferior to that of the original product.

The definition also includes deliberate brand name confusion. Here, packaging is used that resembles that of the original, or similar-sounding names are employed so that the customer finds it difficult to distinguish the fake from the real product. There are overlapping areas when a manufacturer offers an original product but with a falsified safety certificate. This is also an illegal way of misleading buyers who have to assume that this product has been tested by an independent provider of inspection services. The product may even be original. This offense, however, is just as punishable as counterfeiting products themselves.

What kind of protection does TÜV Rheinland offer in these cases?

We award test marks, depending on the scope of the inspection required, for our services such as product testing. This mark is clearly visible on the product or the outer packaging. It has been revised this year and is being used in this new, uniform shape all over the world. This makes it easily recognizable for authorities and customers alike.

Furthermore, we have incorporated safety-relevant data. For example, it is now possible to use QR codes to store product-specific data and to retrieve and check this data globally with any commerciallyavailable smart phone within a matter of seconds.

The goal here is of course to track down any form of fraudulent use in tandem with manufacturers.

What additional protection is there?

The most effective protection against product counterfeiting is clear, counterfeit-proof marking, as well as preventing the outer packaging, for example, from being opened or manipulated by unauthorized persons. We do not believe that invisible security markings alone are enough, because they remove deterrence from the equation. After all, in the end it's about money, about investments, and they should not be in vain. The bigger the obstacles, the more expensive the plagiarized product and the

greater the danger of being caught. This may deter counterfeiters at first, but unfortunately they have a high level of creative potential that requires anticounterfeiting solutions, technologies, and strategies to be modified all the time.

Which industries are most affected?

Based on our observations, every industry is affected. We even discover products that present no recognizable economic gain to the counterfeiters.

In the traditional sense, there are four main kinds of product piracy:

> Exact copies. These are perhaps products from overproduction, or even fakes from a highly skilled workshop. Not only do they look the same as the original, but they are also comparable in content and quality. > Fakes that strive to imitate the original as much as possible. The content and the packaging look deceptively similar to that of the original. The content, materials, and craftsmanship are often inferior, with promised ingredients not being present or being replaced by cheaper variants or, in the worst case, even by variants that pose a health risk.

> Counterfeits bearing a slightly changed brand name on products not even produced by the original manufacturer, or at least not in this form. This is where you see anagrams, or SONY becoming SQNY or McDonald's becoming McDnoald.

> Pirated copies are illegal copies of copyrighted materials. The entertainment industry is most affected here. This includes CDs and DVDs of films or music.

16

Knowledge Product piracy

contact special edition new test mark

DEFEND YOUR BRAND! THE WORLD IS FULL OF STANDARDS and norms.

This is, after all, useful and reasonable – and uniquely important in the vibrant world of colors. If you are talking about a product's specific color with customers or service providers in Buenos Aires, Amsterdam, or Tokyo, then you have to be clear that everyone is talking about the same color. After all, if product parts come from several suppliers, the colors still have to be absolutely identical in the end. For this purpose, RAL assigned uniform numbers and names to different colors, thereby creating a common language for the world of colors.

It was, for example, important to be on the same page when it came to colors at the Ferrari World event in Abu Dhabi, where one of the world's biggest metal roofs was painted in RAL 9006. RAL is a company based in St. Augustine in Germany. They have been setting color standards for industrial, architectural, and design purposes for over 80 years and are a global market leader in this field. The 2328 RAL colors are available in five product lines with different color guides, registries and atlases, as well as digital versions and an app for smart phones. People all around the world rely on the precision of RAL colors.

Product counterfeiters have picked up on this and are copying the color guides. For example, the standard product that is the "RAL K7" color

contact special edition new test mark

guide costs around 10 euros, but counterfeiter workshops offer it for much less. Not a big deal, right? Actually, for a worldwide sales network like RAL color guides, it is. Most counterfeits come from China. This is particularly troublesome because China is also the company's biggest single market. "We have to defend our brand," emphasized RAL gGmbH CEO Dr. Wolf D. Karl, adding, "Therefore, we decided to start adding security stickers to each of our products from the beginning of 2013.

In this way we can document the authenticity of our products in order to provide the buyer with clear evidence about it."

Product piracy Knowledge

17

18

People Dipl.-Ing. Volker Klosowski

contact special edition new test mark

"THE FUTURE USED TO BE BETTER!" VOLKER KLOSOWSKI ON NEW SHOES AND FALSIFIED TEST MARKS. "Never change a winning team" is an old football proverb. TÜV Rheinland has been winning continually for the past few years – it has acquired new customers, increased sales and boosted its global prominence. So why introduce a new test mark if things are going so well?

It's not like we're substituting the entire team. If anything we're just giving them better boots. The new test mark is not just change for change's sake, but rather a necessary step if TÜV Rheinland is to stay on the winning track in the coming years. Our customers will also benefit thanks to added security, transparency and advertising appeal. As Karl Valentin once said, "The future used to be better."

I would like make an amendment for us and say: "The future will be better sooner." This means the competition never sleeps, and if we don't take action regarding our future now, we will look back and regret not having acted sooner. We are certainly doing well and enjoying a leading global position. If not now, when are we going to get ready for the future? The test mark makes a small yet significant contribution to the success of the company, so it was time to act here, too.

And how does a test mark create more security?

By helping to detect counterfeit products and test marks better and in good time. Product counterfeiters are out for easy prey; they don't want to invest much. Our test mark makes it harder and riskier for counterfeiters, who have to worry about being caught more easily, making it impossible for them to sell their products. This makes life difficult for counterfeiters and deters them. To achieve this, we started with the appearance. The uniform global design puts an end to the test mark confusion which companies, authorities and consumers have

sometimes complained about. Some of the test marks in circulation were only available in certain countries and completely unknown on an international level. These types of test marks not only weaken brand recognition; they make things easier for counterfeiters, too. The second improvement is the QR code and the expanded certification database. The detailed information on product and testing accessible via smart phone scanning complicates the work of counterfeiters tremendously.

You just hold the phone over the QR code and, within seconds, the data stored about the product will appear on your screen. By the way, TÜV Rheinland is the only provider of inspection services who offers this service. Companies can also use this function to inform their customers better.

How did the design of the test mark come about?

Ultimately, it was our customers and potential customers who decided on the design. In our market research, this variant exhibited the best results in all categories and across all countries. The app design served as an inspiration during the design process. This was done deliberately to show that we have entered the digital age. Furthermore, we wanted it to be ideal for use both digitally and in print. It was also important for us that the "TÜV Rheinland" label be clearly legible, which is popular with our customers, too.

Can you understand that, in spite of all the arguments in favor, some customers still feel uncertain?

Of course. To stick with the football metaphors, new shoes always take some time to wear in.

But I'm convinced that our new test mark will ultimately benefit us all.

contact special edition new test mark

Dipl.-Ing. Volker Klosowski People

19

THE MAN FOR ANY (TEST MARK) CASE Graduate engineer Volker Klosowski studied Chemical Engineering at TU Dortmund University. Since January 2012, he has been Chief Technology Officer and Head of the Industrial Service and Systems business streams at TÜV Rheinland. Prior to this, the man from Westphalia was Managing Director of TÜV Nord AG.

KNOWLEDGE MAGAZINE BY TÜV RHEINLAND

contact Editorial Information Publisher: TÜV Rheinland AG, Communication, Am Grauen Stein, D-51105 Cologne Phone: +49 221 806-4314 Fax: +49 221 806-1760 Internet: www.tuv.com Responsible: Hartmut Müller-Gerbes Coordination: Gabi Kimura Editing, design, production: S+L Partners GmbH, Cologne Printing: Druckhaus Ley + Wiegandt, Wuppertal

Photos: Lothar Wels (p. 2, p. 10-12, p. 14-15, p.

18-19); TÜV Rheinland AG (Back cover, p. 2, p. 4, p. 6-7); Ralf Bille (p. 3); PROBilder/Fotolia (Title); Logostylish/Fotolia (p. 8); Ildogesto/Fotolia (p. 9); E.May/Photodisc/gettyimages (p. 13); interfalz/obs (p. 16-16)

Print

compensated Id-No. 1327684 www.bvdm-online.de

MARKETS OF TOMORROW THE NEW TEST MARK INCREASES THE BRAND'S VALUE MANAGERS OF TODAY MANFRED BAYERLEIN ON TRUST IN THE GLOBAL MARKETS SAFETY AT ALL TIMES PRODUCT PIRACY IN THE SIGHTS OF BRAND PROTECTION SPECIALISTS

SPECIAL EDITION NEW TEST MARK