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Most retailers and electronics manufacturers have come to understand that building a
strong brand not only requires good messaging and marketing, but also delivery on the
brand promise during customers’ in-store interactions. Retailers spend significant time
and effort ensuring that customers are greeted with excellent service, a clean, clutter-free
store, and minimal wait times. Manufacturers invest millions of dollars in advertisements,
product placements and social media campaigns that tout the benefits and image of their
But rarely do retailers or manufacturers consider the impact of their product security
solutions on their brands. Particularly when it comes to electronics, product security
technology plays a significant role in shaping the customer’s experience with both the
product and the store. It can enhance or erode the very brand equity that marketing
has spent so much time and money to build. So why is product security technology so
important and how can manufacturers and retailers ensure that it contributes positively to
the brand image of both? Read More.

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