在中国的开发与品牌保护策略部署外文翻译.docVIP

外文翻译 原文 Development and Deployment of Brand Protection Strategies for China Material Source: Marketing Review St. Gallen Author: Timo Sohl Counterfeiting has become an enormous global challenge for brand owners. Companies recognize that solely legal protection measures are not sufficient to handle this problem. A comprehensive protection concept seems to be necessary to secure their future performance especially in the fast growing Asian markets. Based on experiences of Western brand owners in China, this article provides guidance for companies to develop and implement appropriate strategies to fight against Chinese counterfeiters. Global companies increasingly profit from the expanding Chinese market. Especially companies with strong brand names and innovative products achieve significant growth rates. However, these sales are threatened by a serious phenomenon: counterfeiting. According to the Counterfeiting Intelligence Bureau (CIB) of the International Chamber of Commerce (ICC), counterfeiting accounts for 5 – 7 % of world trade, worth an estimated 600 billion USD a year (Counterfeiting Intelligence Bureau 2008). In 2007, European Customs seized more than 79 million counterfeit articles and China remains the main source of brand and product piracy: 58 % of all counterfeits seized at the European border originated in China (European Commission, Taxation and Customs Union 2007). The brand, design, and technology of nearly all successful products are targets of Chinese counterfeiters. Illegal copies of electronic and textile products are most famous among Chinese and Western consumers. MP3-players, mobile phones, watches or handbags are imitated shortly after being launched; and their counterfeit pendants are offered in low cost ?fake markets“ around the world. However, counterfeits are not only sold in fake markets. Small Chinese retailers often blend fakes with genuine products to increase their margin. Furthermore, many fakes are such accurate copies that it