BRAND IMAGE AND THE FIGHT AGAINST COUNTERFEITING BY THE GUCCI COMPANY

Anastazja Magdalena Kasztalska ()
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Anastazja Magdalena Kasztalska: Faculty of Management, Department of Marketing, University of Economics in Katowice

CBU International Conference Proceedings, 2018, vol. 6, issue 0, 221-225

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: LuxuryBrand Image; Gucci; Counterfeit; Marketing; Management (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:6:y:2018:i:0:p:221-225

DOI: 10.12955/cbup.v6.1160

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