BrandWatch Technologies to rebrand as Eluceda in 2021

COVERT solutions provider BrandWatchTechnologies has announced plans to rebrand as Eluceda in January 2021.

The firm said the move marks an important step in the ‘evolution’ of the Eluceda Group’s market positioning by providing a single name for its global detection technology business.

The rebranding follows Eluceda’s acquisition of the manufacturer of security materials and detections equipment in 2019. Under its new name, manufacturing of BrandWatch’s product range will continue to be produced from its base in the US. In addition, the business will offer a wider range of solutions, including Eluceda’s patented E-Sens biological detection system.

Neil Ivey, former CEO of BrandWatch Technologies and now president of Eluceda, said, “This is a truly exciting time for our business. Moving forward under one identity as Eluceda provides clarity to clients and the industries we serve along with access to a wider range of in-product authentication and verification technologies, supported by knowledge and expertise from across our wider business.”

Matthew Harte, CEO of Eluceda, added, “We have already seen significant synergies since the acquisition of BrandWatch Technologies this year. By coming together under the Eluceda brand we deliver a simplified message to all our global customers and are better placed to provide the portable protection technologies that will help make the world a safer place.”