Calvin Klein Brand Audit
The objective of this brand audit is to evaluate the health of the company, including its brand equity in the past, present and future. Calvin Klein Inc. has developed from an individual designer to a success story purchased by industry leader, Phillips-Van Heusen. This report is responsible for evaluating the Calvin Klein brands and comparing how the company is doing relative to other brands in its industry and to offer recommendations for improvement or possibilities at brand extension.
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| ftm382_calvin_klein_final_project_brand_audit.doc |
| calvin_klein_brand_audit.pdf |
Counterfeiting: Consumer Motivations and Awareness of Consequences
The global phenomenon of counterfeiting involves sellers and buyers. The illicit participation in selling counterfeit products has created a loss of nearly 750,000 jobs alone in the United States. Contrary to popular participation in counterfeiting, either selling or buying, is indeed illegal. The penalty; Class C felony, up to 12 years in federal prison, and fines up to $250,000. If the severity of consequences is extreme why do consumers continue to purchase? The primary focus of this research and survey analysis focuses on a sample of Generation Y understanding why consumers participate, what they buy, and why. It is critical to understand their motivations and if the consumers are aware of the consequences. Results reveal that most consumers purchase for self satisfaction and are not even aware that the product is counterfeit. It is essential for the government to enforce the law and for brands to take matters into their own hands.
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| counterfeiting_consumer_motivations_and_awareness_of_consequences.doc |
| counterfeiting.pptx |
