Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity

Abstract: Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. A survey with 96 respondents was conducted on our private social media. Aakers (1991) five dimensions brand equity model has been applied and Louis Vuitton, Gucci and Michael Kors were the chosen companies. Findings: By analyzing the brands Louis Vuitton, Gucci and Michael Kors and how their brand equity is affected by the consumers’ perspective on counterfeiting a framework was illustrated. The framework presents how associations with counterfeiting and brand equity relate to each other and suggests four different strategies that brands can use to strengthen their brand. These findings were illustrated using a 2x2 matrix. Original/value: Previous research has already been conducted on the subject, however from a consumer perspective. This paper provides research on the subject from a brand management perspective, which can be used to get a view of a brand positioning in relation to counterfeit products.