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Luxury Goods vs. Counterfeits: An Intercultural Study

In: Luxury Marketing

Author

Listed:
  • Udo Wagner
  • Seung-Hee Lee
  • Sabine Kleinsasser
  • Jutatip Jamsawang

Abstract

Zusammenfassung Branding has been around for centuries as a means to distinguish one producer’s goods from those of another. The earliest signs of branding in Europe can be traced back to medieval guilds, which required craftspeople to mark their products as a means of protection against inferior quality ([29], p. 276). Branding remains one of the most important concepts for marketing management, but its scope now extends to a vast variety of marketing activities.

Suggested Citation

  • Udo Wagner & Seung-Hee Lee & Sabine Kleinsasser & Jutatip Jamsawang, 2013. "Luxury Goods vs. Counterfeits: An Intercultural Study," Springer Books, in: Klaus-Peter Wiedmann & Nadine Hennigs (ed.), Luxury Marketing, edition 127, chapter 13, pages 223-244, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-4399-6_13
    DOI: 10.1007/978-3-8349-4399-6_13
    as

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