Effect of Counterfeit Products on Luxury Brands

PROJECT PROPOSAL AND PLAN

Synopsis of project objectives
In this I and my team members undertook a research in which there were many things done. here, our aim
was to find out effect of counterfeit products on luxury brands and potential solutions to improve brand
performance.
This was done to analyse that how those products affect on brand performance. Thus, for that I took Louis
Vuitton. It is because the company is known for its luxury brand and there are various counterfeit products
available in market for it.
Furthermore, here, main purpose of doing this study was to find out how counterfeit product impact on
brand identity.
This topic is really important and need to be discussed as counterfeit products are severely impacting
performance level of company and also brand value of luxury company is also affecting due to it.

Rationale of project
 This topic is really important and need to be discussed as counterfeit products are severely
impacting performance level of Louis Vuitton and also brand value of luxury company is
also affecting. Consumers who are purchasing duplicate products are getting lower quality
goods and services. They are not getting value for money. Counterfeit products have
negative impact on innovation and company’s sales and productivity lowers down because
of it. It also lowers down brand value of Louis Vuitton.

Outcomes
 In this I found that there is negative impact of counterfeit product on brand image of Louis Vuitton.
this is because it people identify those products easily and then buy them.
 Besides that, it results in affecting on sales and profits of brand. It is because customers think that
counterfeit products are available in same price so why to purchase luxury brand product at high price.
 In addition, I found that brand image is hampered as customer thinks that Louis Vuitton is not able to
maintain its product copyright and patent in effective way.