ANTI-COUNTERFEITING
FIREPROOFING A LUXURY BRAND IN CHINA
Luxury brands are prime targets for counterfeiters, and in China, many find it difficult to protect their assets. WIPR looks at brand preservation.
China is a key place to do business. Te country’s consumer base is huge, and increasingly, it has appetites to match. Exporting brands to foreign lands can be lucrative, but it can also be dangerous.
Luxury brands such as Tiffany & Co are known throughout the world. Tiffany’s blue packaging is synonymous with displaying and protecting its silver jewellery. Te distinctive aspects of the brand are what sets it apart—and they’re also what put it at risk.
Any recognisable company is a target for counterfeiters. Luxury brands have loyal customer bases. Tese customers will associate aspects of the brands with the quality of the products, and if they are satisfied, they will remain faithful to the brand. Counterfeiters see this as perfect fodder for profiting from copying, because the customers are already there. But counterfeiting is a burden to many brands—it dilutes, it reduces and it hurts.
LIMITATION: DAMAGE
10 World Intellectual Property Review May/June 2011
www.worldipreview.com
©
iStockphoto.com / exxorian
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