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Reference

Title: fischerAppelt technologyTrend 2009: Plagiate - Eine Bedrohung der deutschen Wirtschaft?
Author: [fischerAppelt Kommunikation GmbH]
Source:

Aktionskreis gegen Produkt- und Markenpiraterie (APM e.V.)
http://www.markenpiraterie-apm.de/files/fischerappelt.pdf

Year: 2009

Details

Subject/Type: Counterfeiting
Focus: Apparel and Shoes, Brands (deceptive counterfeits), Brands (non-deceptive counterfeits), Consumer Electronics / Electronic Equipment, Mechanical / Electrical Engineering, Necessity Goods
Country/Territory: Germany
Objective: To establish the extent to which German companies are affected by counterfeiting and what efforts they are undertaking to combat them.
Sample: 800 companies from different activity sectors
Methodology: Online survey

Main Findings

76% of German companies surveyed report being affected by counterfeiting. One in three affected companies says that counterfeiting affects them seriously or very seriously. Legal departments are most often responsible for dealing with counterfeits (in 77% of cases), followed by management (46%) and marketing/communication (33%). Over half of the companies surveyed have no preventive anti-counterfeiting strategy – they just react on an ad-hoc basis to counterfeiting incidents.

The most popular measures taken to fight against counterfeits are legal proceedings (used by 91%), followed by external communication and consumer education (43%), internal awareness raising (38%), membership in business associations (34%), technological solutions (34%), and political action/lobbying (28%). The companies integrating counterfeiting into their corporate communication strategy (49%) rely on the media (78%), point of sale activities (57%), online activities (43%), spots and advertising (22% each) to raise awareness about the topic. Reasons for not communicating about counterfeits are “to avoid giving publicity to fakes” and “preference to focus on positive topics”.

When asked why consumers buy counterfeits, companies indicate the following reasons: “products look identical” (70%), “price” (63%), “consumers do not know that product is a fake” (52%), and “consumers do not want to pay a premium for the brand” (43%). Just 4% affirm that consumers buy fakes since they do not notice any quality difference compared to the genuine product. Respondents consider clothes the most popular fakes (87%), followed by necessity goods (52%) and technological goods (46%).

Respondents think that the following product/brand attributes best differentiate originals from fakes: innovation (78%), quality (69%), warranty (67%), creativity (62%), exclusivity (44%), excellence in design (22%), and usability (13%).

[Date Added: Mar 9, 2010 ]