NOVEMBER 2007
How to win friends and influence people
In the battle to cut demand for fakes, some public education campaigns are more successful that others. LiliAna Andreano assesses the results
| One-minute read |
| If brand owners want to win the war on fakes, they need to follow a two-pronged approach. As well as encouraging enforcement authorities to get tougher on suppliers, they also need to tackle demand. But persuading consumers not to buy counterfeits is a tough challenge. Some companies have enlisted the support of celebrities while others are turning to the internet and providing consumers with the information they need to become anti-counterfeit champions. |
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