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Importance of branding in marketing
Importance of branding in marketing
Effects of counterfeit products
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1.0 Introduction
1.1 Background:
Counterfeiting is an expanding field of business in which duplicates or copies that are identical to the actual goods, including their packaging, trademarks, and labeling, are bought and sold (Kay 1990, cited in Ang et al.2001, p. 219). The market of counterfeit products has its roots since 1970s when Levi’s Strauss found its logo on the unbranded jeans being sold to Asian markets (Walker 1981,cited in Phau et al. 2009, p.262-281). Since then, the selling of counterfeit products has become a flaunting business which is creating both problems and opportunities for new and existing sellers. There are numerous countries where counterfeit products with duplicate designs are commonly available and it is creating problems for original brand sellers to maintain exclusivity.
The availability and demand for counterfeit products has increased by more than 12 percent each year for the last decade (Chaudhry et al. 2009a, b). The consequences of this phenomenon result in heavy losses to the actual brand, in terms of the loss of brand reputation and goodwill, and decreased customer confidence and brand equity and also include job losses, tax avoidance and lost sales for company. The estimates by The International Anti-Counterfeiting Coalition show that counterfeiting is responsible for US$200 billion a year in lost jobs, unpaid taxes and lost sales (Furnham and Valgeirsson 2007). Moreover, the success of this market lies in the considerable percentage of consumers demanding the counterfeited products. As per a research the biggest buyer of these products around the world lies in 18-25 year age bracket (Phau and Teah 2009). According to another research, about one-third of the group interviewed responded th...
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• The Economist Pakistan. 2011. 50 percent of the products in Pakistan are substandard, adulterated or counterfeit [online] Available from: http://www.economistpakistan.com/Page-Detail.php?id=485 [Accessed August 20 2011].
• Thurasamy, R., Mohamad, O., Jantan, M., Lee Wai Chow, J. and Nasirin, S. 2003. Counterfeit Music CDs: Social and Personality Influences, Demographics, Attitudes and Purchase Intention: Some Insights from Malaysia. The Proceedings of the 2nd European Conference on Research Methods in Business and Management [online].Available from: http://www.ramayah.com/journalarticlespdf/counterfeitmusic.pdf [Accessed Sept 20 2011].
• U.S. Immigration and Customs Enforcement and U.S. Customs and Border Protection.2011 [online] pp.1-20. Available from: http://www.ice.gov/doclib/news/releases/2011/110316washington.pdf [Accessed August 20 2011].
On late August of 2007, Dana Thomas writes to the general public on the horrors made possible by the buying and selling of counterfeit fashion goods to persuade the end of the consumerism funding monstrous acts. Through the incorporation of ethos, logos, and pathos in her journalism, Thomas persuades her audience with the uncoverings of the sources behind the making of the counterfeit goods.
When you go to the mall to pick up a pair of jeans or a shirt, do you think about where they came from? How they were made? Who made them? Most consumers are unaware of where their clothes are coming from. All the consumer is responsible for is buying the clothing from the store and most likely have little to no knowledge about how it was manufactured, transported, or even who made the clothing item and the amount of intensive labor that went into producing it (Timmerman, 3).
Characteristics of our society reflect in the outcome of purchasing tendencies. How many of us can honestly say we make a valid effort to purchase goods made in our own country? In our face paced world where both parents are in the work force, raising children, social activities and everything else, who has time to make an effort? Most often, consumers only care about marking off the s...
5Department of Homeland Security. 2012. Immigration Enforce- ment Actions: 2011. Washington, DC:. Available at: http://www. dhs.gov/sites/default/files/publications/immigration-statistics/ enforcement_ar_2011.pdf
Secondly luxury products are easy to counterfeit, some countries such as china, turkey, and other still have to improve their IPR policies
The Web. 21 Mar. 2014. The 'Standard' of the 'Standard'. “Border Patrol Overview: U.S. Customs and Border Protection.” cbp.gov. Web. The Web.
Consumer attitudes are influenced by social pressure which is inclusive of informative and normative susceptibility (Ang, et al., 2001; Bearden, Netemeyer, & Teel, 1989; Wang, Zhang, & Ouyang, 2005). Normative consumers are more concerned with impressing others and ensuring that their behaviors are based on the expectations of others. Since counterfeiting is an unethical and illegal activity and involvement in such an activity does not project a positive image, therefore normative consumers would have negative attitude towards counterfeit products (Ang, et al., 2001; Lord, Lee, & Choong, 2001; Penz
...acts. Cato Institute and the National Immigration Forum, n.d. Web. 12 Feb. 2012. < http://www.cato.org/pubs/policy_report/pr-imsum.html>.
Hasbro faces a significant threat from counterfeits of its products. As the market for toys and games is increasing globally, the parallel market for counterfeit toys is also on the rise. Such activity rises especially during the festive months when toy sales are expected to be high. Counterfeits pose a threat to the toys and games market, not just in terms of lost business and brand dilution, but also by selling products that can be potentially dangerous to children of all ages. Low quality counterfeits reduce consumer confidence in branded products like Hasbro. Counterfeits not only deprive revenues for the company but also dilute its brand image.
Federal Register Notice, January 20, 2011 — Full text ] [Federal Register: January 20, 2011 (Volume 76, Number 13)] [Notices] [Page 3637-3638] From the Federal Register Online via GPO Access [wais.access.gpo.gov] [DOCID:fr20ja11-76]
U.S. Customs and Border Protections (CBP). Department of Homeland Security, n.d. Web. 22 Apr, 2014.
2006). Burberry’s product line, especially the famous trademark plaid, unfortunately, is not difficult to imitate, the development of “fake Burberry” affects their revenue. In 2010, Burberry won $1.5 million in counterfeit case (Matthew 2010), but the counterfeit apparel and accessories is still the key issue for all major luxury brand (Maman 2012).
Where there is rapid growth comes increased competition; similarities in products across manufacturers have reduced brand differentiation across the board. The problem now is the severe rise of copycat companies and manufacturers that copy designs and specifications of cars, and proceed to undercut the original manufacturer’s profit margins. So to improve their brand standing, every manufacturer’s individually have resort...
to use their money at a local Taco Bell. If teenagers are finding ways to
Music piracy is a developing problem that it affects the music industry in many different ways including being responsible for the unemployment of 750,000 workers, as well as a loss of $2,5 billion; therefore, I want to explore ‘To what extent has music piracy affected the music industry market in the United States over the last 10 years?’