The Fake Factor: Why We Love Brands but Buy Fakes - Softcover

McCartney, Sarah

Softcover

ISBN 10: 190487942X ISBN 13: 9781904879428

Publisher: Cyan Communications, 2006

Synopsis

The complex relationship between expensive brands, such as Coach, Gucci, and Prada, and their knockoff counterparts is examined in this sociological look at high-end branding. Assuming that branding, and the high price that often comes with it, is a guarantee for high quality, this analysis looks not only at what it takes for a brand to become worthy of being copied, but also at why consumers forego quality for brand recognition and even brag about their fake's lack of credibility. The financial and emotional benefits of fakes for both consumers and fake manufacturers are discussed, as well as what brands can do to entice consumers to buy the real thing. For marketing students, professionals, and those interested in the luxury goods market, this unusual analysis provides a fresh perspective on marketing's ever-elusive desire to understand what it is that drives consumers to buy what they buy.

About this title

About the Author:

Sarah McCartney is a marketing consultant and a former media planner and promotion manager for the Guardian and the Observer.

About this edition

• Publisher: Cyan Communications
• Publication date: 2006
• ISBN 10: 190487942X
• ISBN 13: 9781904879428
• Binding: Paperback
• Number of pages: 224