Counterfeiting of Luxury Brands: Opportunity beyond the Threat

  • Silvia Grappi
  • Ilaria Baghi
  • Bernardo Balboni
  • Veronica Gabrielli


Luxury has traditionally been associated with exclusivity, status and quality. During the seventeenth century, luxury was found in extraordinary commodities, such as rare pearls, perfumes, and spices from the Caribbean. During the nineteenth, with the rise of world trade, the concept of luxury became attached to the products of great craftsmen: ChristianDior, Louis Vuitton, Gucci. More recently, in the industrialized world, luxury has increasingly been perceived in terms of the brand: carefully crafted symbols which go beyond the material to invoke a world of dreams, images and signs [5].


Brand Equity Brand Personality Potential Consumer Luxury Good Brand Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Silvia Grappi
    • 1
  • Ilaria Baghi
    • 2
  • Bernardo Balboni
    • 1
  • Veronica Gabrielli
    • 2
  1. 1.ModenaItalien
  2. 2.Dipartimento di Comunicazione eEconomiaReggio EmiliaItalien

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