The Fake Factor

Why We Love Brands But Buy Fakes

Sarah McCartney

230 pages, parution le 21/12/2005

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Résumé

Making fakes and selling them dates back at least to Roman times, but in the twenty-first century it is booming. Current estimates are that counterfeits account for up to 7 percent of all world trade. This includes not only world-famous fashion brands, but also the likes of football shirts, Harry Potter books, cricket memorabilia, fake Smurfs and disabled parking permits. Some fakes - like baby milk and drugs - can be seriously hazardous, and all of them threaten legitimate trade.

The ethics of trading in counterfeits are complex, though. "But they're fakes," protested trading standards officers trying to warn the public of goods that could take them in. "Yeah, how much do you want for them?" was the reply. Judges in Italy let off a man charged with "passing off" goods on the grounds that no sane person could be deceived by his offerings, and in the USA you're not forbidden to import counterfeit goods, only restricted in the quantity and frequency you bring with you.

In this fascinating book, Sarah McCartney ruminates on the meaning of a brand, its integrity (or lack thereof), why "Only the tourists buy fakes," the rip-offs she's suffered and those she's avoided, wild offers on eBay, covetable Mandarina Duck bags in TKMaxx, "What a (great) rip off!" features in magazines, and much more.

L'auteur - Sarah McCartney

Sarah McCartney is best known for writing Lush Times, Lush Natural Handmade Cosmetics' newspaper. Her company, Little Max, advises organizations on solving problems and overcoming obstacles. She also teaches research and information management part time to post-graduate marketing students as a penance for spending so much time enjoying herself.

She was born in Saltburn-by-the-Sea and set up her first business aged 9, selling Dymo name tapes to her classmates, but her mum made her give the money back. She was educated at Boldon Comprehensive School (where she held records for O Levels and the long jump) and Durham University. Sarah spent six years in advertising and six in marketing at the Guardian and Observer, then studied marketing and corporate strategy at TVU School of Business.

Sarah is a qualified yoga teacher and recently set up yogateds.com, a joint venture with her mum, who has finally overcome her aversion to commerce. She lives in West London in a home full of interesting objects including a noisy Burmese cat and a very tolerant husband.

Sommaire

Acknowledgments
Tribute brands
Copycat ethics
What exactly is a brand?
Separation may occur
Extension, stretching, and snapping
The promises brands make
Real stories about fakes
Brand loyalty: Why do we feel affection for a "thing"?
What you say and what I hear
Brands and their logos
Minimizing risk
People do weird things while abroad
Is this the real thing?
An Internet adventure
Cabbage and the European trainer mountain
The earner-spender generation
When greed was good
Labeled with love
Work hard, play hard, sell your grandmother
Intellectual property law and international ethics - by a non-lawyer
Expand your market: copy your own brand
Is creativity cool?
Handbags at dawn
Mavens and magazines
Shopping: a new world hobby
Maintenance and desire
Brand damage: counterfeits or customers?
Is it serious?
Notes
Bibliography
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Marshall Cavendish
Auteur(s)	Sarah McCartney
Parution	21/12/2005
Nb. de pages	230
Format	14 x 21,5
Couverture	Relié
Poids	308g
Intérieur	Noir et Blanc
EAN13	9781904879428
ISBN13	978-1-904879-42-8