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Can Brick & Mortar Beat Counterfeiters?
By: Cindy Wendland
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Pandora Internet music is very popular, which is why iTunes now offers iTunes radio. Pandora jewelry is very popular, which is why their website focuses on brand protection. Knockoffs negatively impact their business and they make efforts to curtail that and maintain the excellence of their brand.

In fashion, style and quality separate the upscale brands from the bargain brands. The bargain brands may mimic colors and patterns, but the quality is hard to mimic. In jewelry, quality may be more difficult to discern to the casual observer. After time, quality differences will become apparent.

If quality is one of your trademarks or elements of branding, protecting this aspect is paramount. Pandora may be best known for their charm bracelets. Collectors are familiar with their quality features, one of which is their patented threading system. Their charms are also made to high standards. Low-price competitors may offer charms that are filled or plated rather than solid. Quality differences can also be seen in metal discoloration and color scraping. If not handled carefully, this may be apparent at the time of purchase.

As is the case with most products we purchase, the reputation of the seller allows us to have trust in what we purchase. Pandora has licensed retailers that sell the product, so their products can be bought from these locations with little concern. Online purchases are more difficult to ascertain if the product is truly Pandora. Avid collectors may find that brick & mortar purchases are most comfortable. This bodes well for those retailers. You wouldn’t buy a Tiffany’s bracelet online. Pandora is hoping you will buy their jewelry from an actual store as well.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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