Etude sur la contrefaçon, en particulier sur la marque Lacoste

According to the Larousse dictionary, the definition of a brand is: "the whole of the manufactured products, sold by a firm, company which is owner of this mark. It is the sign being used to distinguish products, objects or services ". Moreover, as underlines Y de l'Ecossais "To the defect of heart, the object have marks" Indeed, lacoste (brand create by Mr René lacoste in 1927) can thus be characterized like a brand. This mark is immediately associated at the prestige, the luxury, and the quality. The studies showed that these elements are the first criteria of purchase of a lacoste product. These factors form the public image of lacoste. But, this image has been tarnished by the evolution of the counterfeit for a few years. It is true that one can notice that the share of this plague is increase constantly. She accounts, today, five to 9% of the world trade, involving a loss of earnings from 200-300 billion of Euros in the world. For instance, In France only, these are almost 30 000 employments which disappears each year. Moreover, the French customs seized two millions of counterfeited articles in 2003 (+ 56% compared to the year 2002).