BRAND IMAGE AND THE FIGHT AGAINST COUNTERFEITING BY THE GUCCI COMPANY

Anastazja Magdalena Kasztalska

Abstract


Gucci is a company that represents a modern approach to the image in the fashion industry. This article aims to answer the question of how taking care of brand imagine results in a higher company income. The research method used in this article is a survey made with the cooperation of buyers of the luxury brand Gucci. Unquestionably, there is a strong link between care for the brand image and fight against counterfeiting. Further research can be focused on an answering the question of how to prevent counterfeiting. Without a doubt, customers prefer brands that have a strong and unique brand image. Counterfeiting unfortunately puts in doubt the value of the brand and is an existing danger for the Gucci company.

Keywords


Luxury, Brand Image, Gucci, Counterfeit, Marketing, Management

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DOI: http://dx.doi.org/10.12955/cbup.v6.1160

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