Development and Deployment of Brand Protection Strategies for China
Journal
Marketing Review St. Gallen
ISSN
1865-6544
Type
journal article
Date Issued
2009-04-14
Author(s)
Abstract
Counterfeiting has become an enormous global challenge for brand owners. Companies recognize that solely legal protection measures are not sufficient to handle this problem. A comprehensive protection concept seems to be necessary to secure their future performance especially in the fast growing Asian markets. Based on experiences of Western brand owners in China, this article provides guidance for companies to develop and implement appropriate strategies to fight against Chinese counterfeiters.
Language
English
Keywords
Brand Protection
Anti-Counterfeiting
China
HSG Classification
not classified
Refereed
Yes
Publisher
Gabler
Publisher place
Wiesbaden
Volume
26
Number
2
Start page
30
End page
34
Pages
5
Subject(s)
Division(s)
Eprints ID
52966