BRAND IMAGE AND THE FIGHT AGAINST COUNTERFEITING BY THE GUCCI COMPANY

Abstract

Gucci is a company that represents a modern approach to the image in the fashion industry. This article aims to answer the question of how taking care of brand imagine results in a higher company income. The research method used in this article is a survey made with the cooperation of buyers of the luxury brand Gucci. Unquestionably, there is a strong link between care for the brand image and fight against counterfeiting. Further research can be focused on an answering the question of how to prevent counterfeiting. Without a doubt, customers prefer brands that have a strong and unique brand image. Counterfeiting unfortunately puts in doubt the value of the brand and is an existing danger for the Gucci company.