Industrial brands are sometimes at risk of being counterfeited when they have well established reputation and have developed a global customer base. This presentation will examine some of the necessary procedures and technologies for protecting a range of AIMCAL member products. It will also discuss the technology solutions from the perspective of ISO 12931, a guidance standard for the use of authentication technologies. Are their market opportunities for AIMCAL members? Probably yes, but although the problem of counterfeiting is large globally, the market for protecting products is not nearly as large as many "marketing reports" indicate. What the real opportunities may be and how to avoid "gold fever."