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

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 indicate 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.