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A Time of Reckoning -Counterfeiting and anti-counterfeiting strategies in the light of brand theory and consumerbehaviour: Case study Nokia Mobile enhancements and Vertu Handset
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http://hdl.handle.net/2077/4679
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| Title: | A Time of Reckoning -Counterfeiting and anti-counterfeiting strategies in the light of brand theory and consumerbehaviour: Case study Nokia Mobile enhancements and Vertu Handset |
| Authors: | Gunnarsson, Sofia |
| Issue Date: | 2007-07-19 |
| Examinationsnivå: | Student essay |
| Series/Report no.: | Master Thesis
2006:19 |
| Abstract: | The harmfulness of counterfeiting to sales of genuine goods aside, this paper will focus on the
effect counterfeiting has on the brand value of the counterfeited brand. The empirical results
indicat... moree that counterfeits allow the consumers to delink the brand from the product, making the
general anti-counterfeiting strategies poorly adjusted to this reality. The challenge for the brand
owner is to assert the brand related rights in a way that supports, and even enhance, the profit
potential of the brand. Hence, the brand owner must understand customers’ value experiences
of the brand, consumption patterns and consumers’ purchase choice criteria regarding
counterfeit branded goods.
Based on my experience at Nokia Brand Protection, this paper will elaborate to what extent
counterfeit is harmful to the high end luxury brand Vertu of Nokia and the low end mobile
enhancements brand. Conclusively, the main purpose of this paper is to serve as a facilitator in
this process of insight, by presenting a thorough analysis of available consumption studies, and
providing a model for efficient targeting of anti-counterfeiting activities. |
| Description: | Intellectual Capital Management |
| URI: | http://hdl.handle.net/2077/4679 |
| Appears in Collections: | Master theses
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