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Brand Positioning and Anti-counterfeiting Effectiveness

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  • Deli Yang

    (Trinity University)

  • Gerald E. Fryxell

    (China Europe International Business School)

Abstract

We pursue the previously-noted association between brands and counterfeiting one step further to examine the relationship between brand positioning and anti-counterfeiting, based on a study of 130 well-known foreign brands in China. We test hypotheses about managerial perceptions as to the effects of different brand positioning strategies on the effectiveness of their actions to counter counterfeiting, in other words, whether branding positioning can help to stop counterfeiting, limit damage to firms and maintain brand reputation. Our findings confirm that brand positioning affects anti-counterfeiting effectiveness. Specifically, product reliability and customer services are compatible with efforts to stop counterfeit production, but innovative technologies and product features and functions appear to exacerbate the problem.

Suggested Citation

  • Deli Yang & Gerald E. Fryxell, 2009. "Brand Positioning and Anti-counterfeiting Effectiveness," Management International Review, Springer, vol. 49(6), pages 759-779, December.
    • Handle: RePEc:spr:manint:v:49:y:2009:i:6:d:10.1007_s11575-009-0019-2
    DOI: 10.1007/s11575-009-0019-2
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    References listed on IDEAS

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    Cited by:

    1. Mahmut Sonmez & Deli Yang & Gerald Fryxell, 2013. "Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China," Journal of Business Ethics, Springer, vol. 115(1), pages 195-211, June.
    2. Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
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