According to the Larousse dictionary, the definition of a brand is 'the whole of the manufactured products, sold by a firm, company which is owner of this mark. It is the sign being used to distinguish products, objects or services '.This mark is immediately associated to the prestige, the luxury, and the quality. Studies showed that these elements are the first criteria of purchase of a Lacoste product. These factors form the public image of Lacoste. But, this image has been tarnished by the evolution of the counterfeit for a few years. It is true that one can notice that the this plague is increasing constantly.
[...] Source: cebr estimates Counterfeit is by its very nature clandestine operation, and few records are kept. There therefore, sparse and all-too-often unreliable data on the extent of counterfeit and piracy. Business group lso make estimates of the size of illicit activity in certain sectors, but this evidence may not be wholly objective, and may overstate the problem. The delete of the counterfeit Fortunately, a lot of means exist to fight against the counterfeit: legal rules, marketing or internal communication. The company has the possibility of exploiting the authentic aspect to preserve its public image, to improve it. [...]
[...] By studying this world plague of the counterfeit starting from the Lacoste mark, one can notes all the factors which facilitate this expansion. This problem intervenes permanently within the company, in its policy and also in the consumer's behaviour. On this subject, Lacoste is with the point of the marks fighting against the devastations of the counterfeit. These plague generally touches the marks of luxury, category of mark to which Lacoste belongs but also the drugs, data-processing software . Bibliographie KAPFERER Patricia et GASTON-BRETON Tristan, Lacoste, the legend, Le Cherche midi BERTRAND A., Le droit des marques et des signes distinctifs, Cedat POLLAUD-DULIAN F., Droit de la propriété industrielle, Montchrestien KOTLER P. [...]
[...] 42 Occasionnellement. 78 Non, jamais. Faîtes-vous attention à l'authenticité des produits que vous achetez ? 55 Oui, toujours. 64 Uniquement s'il s'agit d'une marque. 21 Non, jamais. Avez-vous déjà acheté (ou utilisé) des produits contrefaits ? 77 Non, jamais. 48 Oui, inconsciemment. 12 Oui, en connaissance de cause et de nombreuses fois. [...]
[...] This phenomenon of counterfeit is clearly amplifies by the fashion. Then, the notoriety of the mark is with double edge. This notoriety do that there are a lot of consumer but also an important counterfeit. The solution would be can be then to lower the price of the Lacoste products or to really try to reverse the public image. So that the image is intend only for a category of people: rich people. But this phenomenon seems impossible Conclusions First, one can notice a total and global effect. [...]
[...] Legitimacy of the counterfeit Then, it is also possible to wonder whether Lacoste forms part of these marks considered being so expensive that it can be "excusable" to counterfeit it. In general, a product counterfeits is five times less expensive than an authentic product. A lot of people buy counterfeited products to be able to wear the mark; it is a phenomenon of society. Today, the young people want to be fashion. The counterfeit is prohibited because it gets enormous losses for the company and because it is repressed by the laws, but it is comprehensible (but no excusable) that the counterfeit work as well. [...]
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