One of the most important methods of protection is through variable data marking and coding technologies on primary packaging. Technologies can include ink jet printers, laser coders, thermal transfer overprinters, binary array printers or a combination of technologies that provide multiple layers of protection, thus making it more difficult to counterfeit or divert products. Combining these technologies with software that creates unique, random codes that are placed directly on a package will go a long way in protecting the brand, the manufacturer and, ultimately, the consumer. The purpose of this article is to help brand managers better evaluate the prominent choices in variable data marking and coding technologies, so they can proactively and cost-effectively battle threats to their brands.