Abstract: A method of providing proof of authenticity for an item of merchandise to the portable device of a potential buyer is disclosed. The method utilizes (i) affixing or embedding a token that provides a unique merchandise authentication code that is readable by the buyer's portable device (the code may be on a contactless microprocessor chip), (ii) including this merchandise authentication code in messages that comprise conventional card-based payment transactions, (iii) providing the potential buyer's portable device with data pertaining to the lifecycle status, authenticity, and description of the item of merchandise, (iv) displaying the data at the buyer's portable device, and (v) posting/recording the sale of the item of merchandise at the brandname lifecycle management host.