Fighting brand counterfeiting in E-commerce: Nike as an example

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GRIN Verlag, Aug 2, 2007 - Business & Economics - 118 pages
Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of applied sciences, Neuss, 146 entries in the bibliography, language: English, abstract: [...] In the following first chapter of the study, a few basic remarks on brands and Ecommerce are first considered. In addition, the concept of brand and its functions are presented, followed by an overview of the development and use of eBusiness in general. After a brief description of the Nike brand in the second section, the following chapter provides a concrete account of brand and product piracy. Forms in which fake products appear, strategies of counterfeiters, causes and effects are explained. Particular emphasis is placed on the factor of the Internet and the effect of online auction houses as well as the problem of piracy for the Nike brand. [...] The fourth part presents possibilities and measures for fighting brand and product piracy. This includes, as a first step, becoming aware of the problem and recognizing the potential danger for a company. Following recognition of the problem of piracy, the second step is implementing suitable response measures. In addition to the legal situation and international approaches, measures for protecting the value added chain are discussed together with specifically adapted responses of different areas of companies such as Research and Development, Marketing, and Sales. Measures involving company strategies and policies are also considered. The last step deals with some concrete recommendations for how to deal with the problem from the point of view of Nike, which serves as a focus in developing methods for such areas as working together with government authorities, strengthening communication and security, and developing technological means of providing security. Finally, the fifth chapter of the study summarizes essential points and provides some recommendations. In addition to the need for more extensive legislation and greater efforts from companies to take legal steps – both certainly necessary – constant monitoring of the piracy situation must also be ensured, especially on the Internet. The development of effective communication activities as well as fine-tuning of distribution also promise much success in the fight against lost sales and damaged image.

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