This research investigates the effects of counterfeit products on luxury brands, with a focus on Louis Vuitton. It explores the concept of counterfeit products, their impact on luxury brands, and potential solutions to improve brand performance. The study aims to analyze the meaning of counterfeit products, evaluate their impact on luxury brands, and recommend solutions to overcome the challenges. The research design involves qualitative research using secondary data, and the methodology includes a literature review and data collection from online sources.