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Globalization gives labels lead

According to one of Europe’s leading label converters, globalization of products, where the same brand image is projected in all markets, will force major label printers to develop worldwide strategic alliances, to provide harmonized labels suitable for use in all geographical zones.

Ole Rugland, president of Norwegian group Skanem, says this will be achieved by mergers, acquisitions and alliances. Today’s label printers, whose ‘home’ markets might be in Europe, will be seeking partnerships with corresponding markets in North America, Latin America, Asia, Australasia, so they can turn out identical labels for their customers as the trend towards single image global brands develops.

He believes leading label printers still have a great deal of work to do to achieve global standards and this will be best achieved by printing works around the world forging alliances and economies of scale.

“The world’s largest multinationals are always insisting on ever-improving quality,” he says. “The label printing process can make cost benefits worldwide but this can only be achieved if printers form strategic alliances and agree common standards.”


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