CONQUERFEIT
Businesses seek to earn revenues by creating products that fulfill a need. Over time, their product is associated with the utility it offers and thus becomes a brand that is with particular needs. The emergence of counterfeits has become a major headache for brand name manufacturers across the globe with sales of counterfeit products having increased dramatically (Penz & Stöttinger, 2008). Penz & Stöttinger (2008) define counterfeiting as “the manufacture and trade of a phony product that is apparently the same to the original brand name product." This has since become a growing difficulty in overall trade over the years. They add it is driven mainly, “on the strength of perceived brand strength and they seek to create a similarity between originals and fakes and its subsequent effect on purchase intention." The purchase of counterfeits has its inherent risks and this array varies from economic, productivity, and physical to psychological and social disadvantages. For these risks to be , customers are apt to look for information concerning the product and its credibility from the manufacturing company. This is possible as, “contrary to the original manufacturer, the counterfeiter is unknown to the consumer”; do say Penz & Stöttinger (2008).
In this, there lies a unique opportunity to have a product carry a marker that can allow a customer access product information to verify its originality. Such an indicator can be the QR Code. There are technologies that have come of age and are now widely accepted and used worldwide. Such advancements have been witnessed in mobile telephony and have seen the emergence of smartphones. They offer a unique access point through which consumers and products can communicate. By increasi...
... middle of paper ...
...012). CRACKING THE "QR" CODE. Journal of Property Management, 77(1), 11.
Jong-Hyuok, J., Somerstein, R., & Eun Seon, K. (2012). SHOULD I SCAN OR SHOULD I GO?: YOUNG CONSUMERS' MOTIVATIONS FOR SCANNING QR CODE ADVERTISING. International Journal of Mobile Marketing, 7(3), 25-37.
Penz, E., & Stöttinger, B. (2008). Corporate image and product similarity—Assessing major demand drivers for counterfeits in a multi-country study. Psychology & Marketing, 25(4), 352-381. doi:10.1002/mar.20213
Okazaki, S., Li, H., & Hirose, M. (2012). Benchmarking the Use of QR Code in Mobile Promotion. Journal Of Advertising Research, 52(1), 102-117. doi:10.2501/JAR-52-1-1021117
Sathyan, J., Anoop, N., Narayan, N., & Vallathai, S. K. (2012). A comprehensive guide to enterprise mobility. CRC Press.
Lee, I. (Ed.). (2013). Mobile Applications and Knowledge Advancements in E-business. IGI Global.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
Informative susceptible consumers with little knowledge about the genuineness of products seek the advice and assurance of peer and reference groups who are experts and more knowledgeable about the product/brand (Ang, et al., 2001; Lord, et al., 2001; Wang, Zhang, Zang, et al., 2005). Peer or reference groups with sufficient knowledge are aware about inferior quality and negative consequences of purchasing counterfeit products, and hence would advise avoiding the same which would affect their attitudes negatively (Phau & Teah, 2009).
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
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.
Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing, 70(1), 50-64.
Counterfeiting and piracy has affected the economy worldwide and is continuously growing at a steady pace. Counterfeiting can be defined as the manufacturing of any product with the intentions of closely resembling the appearance of another product to mislead consumers into thinking that they have the authentic creation. Examples of counterfeiting include trademark infringement, copying of packaging, copyright infringement, or copying any other significant features in another product. Piracy can be defined as the production and distribution of products and materials that are copyright protected while making such materials available on online networks without the authorization of the right owner which is required by law. There are
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...
The literature shows that a recognised brand is often relied upon by consumers as a mean of
Reviewing the existing literature on this topic, this essay attempts to look at the scale of counterfeiting, the reasons for its growth and the consumer’s attitudes towards counterfeited products. It also provides information about how the counterfeit market poses challenges for customer-brand relations and the strategies that brands can implement to overcome these challenges.
Consumers knowingly purchase counterfeits products for different reasons. According to a study conducted by Swami et al. (2009), half of the respondent of a survey would knowingly buy counterfeited products. Men are more likely to buy pirated CD’s whereas women prefer to buy counterfeited clothing and accessories, that is to say luxury counterfeited products such as a fake Louis Vuitton bag or Chanel clothes for instance. The studies also showed that younger participant are the ones who buy counterfeit products while older believe that counterfeiters should be punished. In addition to this, counterfeited luxury buyers can be classified in two groups; “the wise shopper” that is to say consumers who buy counterfeit comparable to the original one but which is also superior in price. The second group are those who buy counterfeit with a lower price but can be noticed that it is not the original one. (BA, Brand management, lecture notes,
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.