Can Counterfeiting be beneficial for Brands? a third dimension on Brand Piracy http://www.fibre2fashion.com/industry-article/paidArticles/3082.asp

Article Abstract:

Many companies in North America and EU off-shore their operations to Asian countries. Here, anti-counterfeiting laws are not very strong; generally. Brands are imitated at these places, as profits are more, and even if they come under legal issues, the resulting penalties are mild. Habitually, a local label is added to the faked goods to give it an impression of the original product.

Despite all the arguments’ against the practice, still a positive viewpoint states that, counterfeiting is not always negative, and if fashion brand are vigilant enough, then the same can be manipulated to leverage the growth of the

brand image. Piracy can give a new and stronger market access to brands. They provide a benchmark about the health of the brand, by compelling the manufacturer of the original brand to protect, and bring out new innovations regarding his product.

Most of the consumers buy counterfeited goods with the understanding that it is a fake. This implies their desire to posses a branded item, to project the same image the brand is attempting to create through promotions, and publicity.

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