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Brand Image And The Fight Against Counterfeiting By The Gucci Company

Author

Listed:
  • Anastazja Magdalena Kasztalska

    (Faculty of Management, Department of Marketing, University of Economics in Katowice)

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.

Suggested Citation

  • Anastazja Magdalena Kasztalska, 2018. "Brand Image And The Fight Against Counterfeiting By The Gucci Company," CBU International Conference Proceedings, ISE Research Institute, vol. 6(0), pages 221-225, September.
    • Handle: RePEc:aad:iseicj:v:6:y:2018:i:0:p:221-225
    DOI: 10.12955/cbup.v6.1160
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