Synovate, a leading global research firm, today released results from a survey

that looked at attitudes towards brand piracy in Hong Kong.

An overall 72 per cent of Hong Kongers agreed that there is something wrong with
purchasing imitation brand name products such as handbags, jewellery or electronic
products - although 42 per cent admitted they had personally purchased such
products.

Jill Telford, Managing Director of Synovate Hong Kong, said the topic was a
particularly intriguing one in Hong Kong given the social status conveyed by the
ownership of high-end goods.

"Our results show this is not a straightforward issue in Hong Kong. People are
conflicted about fakes. There's definitely overlap between those who think copies are
wrong and those who admit buying bogus brands.

"It also depends on the product. For instance, only 11 per cent of Hong Kongers think
imitation fragrance and electronic goods are good alternatives to the originals, but 37
per cent agree that pirate CDs and DVDs are perfectly fine alternatives," she said.

Respondents were also asked if they would have more or less respect for someone if
they found out that they had an imitation or fake designer brand product.

While many people believe buying bogus is wrong, only 16 per cent of respondents
said they would have less respect for someone with a fake and 81 per cent would have
no difference of opinion at all.

"Brands are a very serious business in Hong Kong, but they also seem to be quite
personal, with people not really caring what others do.

"The exception here is young people... the under 25s are more likely to purchase fakes
than the over 25s (48 per cent versus an overall figure of 40 per cent) - and also more
likely to lose respect for people who do (22 per cent versus 15 per cent). So if you're
young, and can't afford the real thing, you're also more likely to be judged for any
efforts to find alternatives," Ms Telford said.

The survey also looked at attitudes towards brand piracy in other parts of the world -
the United States, Serbia and the United Arab Emirates.

While an overall 42 per cent of Hong Kong people admitted to purchasing a fake, this
was significantly less than the other markets surveyed. Despite the US hard line on
intellectual property rights, 57 per cent of Americans have purchased imitation brand
name products, with figures of 80 per cent for Serbia and 81 per cent for UAE.

Ms Telford said that Hong Kong and the UAE are both virtual city-states and
shopping havens.

"Both markets are important battlegrounds for every major brand on the planet. Yet
the attitude to fakery is vastly different.
"The anti-piracy police around the world might profit from taking a close look how
Hong Kong educates its shopping savvy population about counterfeit brands.

"Although it could well be as simple as a question of status - in a brand-conscious city

like Hong Kong, people prefer the real thing to faking it," she said.

About the survey

In February 2005, a series of questions were explored via a Synovate Global Omnibus
telephone survey. These are regularly conducted in over 30 countries across the
Americas, Asia, Europe, Africa and the Middle East. A representative sample of
consumers aged 15-64 were interviewed in the United States, Serbia, United Arab
Emirates and Hong Kong.

Results

1) Do you find anything wrong with purchasing imitation name brand products
such as purses, jewellery, or imitation electronic products?

Hong
? Total USA Serbia UAE
Kong
Number of respondents who
1648 539 300 308 501
gave answers
? % % % % %
Yes 50.5 31.4 52.3 46.8 72.8
No 47.5 68.6 41.0 53.2 25.0
Don't Know 1.9 - 6.3 - 2.4
2) Which of the following imitation products do you think are perfectly fine
alternatives to the original? (Select all that apply.)

Hong
? Total USA Serbia UAE
Kong
Number of respondents who
1648 539 300 308 501
gave answers
? % % % % %
Name brand clothes 49.2 58.8 46.7 61.4 32.9
Name brand accessories, like
43.6 50.6 46.3 52.9 25.5
jewellery or purses
CDs and / or DVDs 33.4 22.8 31.0 48.1 37.3
Fragrances 25.7 37.5 16.0 38.0 11.4
Electronics or small
21.5 30.2 11.7 33.4 10.8
appliances
None of these 26.2 24.5 24.7 7.5 40.3
3) Why do you think there is still a demand for imitations of these name brand
products? (Select all that apply.)

Hong
? Total USA Serbia UAE
Kong
Number of respondents who 1648 539 300 308 501
gave answers
? % % % % %
The cost is lower 93.9 95.9 94.3 89.6 94
There is better availability 40.3 19.7 60.3 29.9 56.9
The quality is similar 28.6 30.4 23.3 32.5 27.3
4) Would you have more or less respect for a person if you found out that they had
an imitation or fake name brand product? (Select one.)

Hong
? Total USA Serbia UAE
Kong
Number of respondents who
1648 539 300 308 501
gave answers
? % % % % %
More respect 1.6 1.5 1.3 3.9 0.4
No difference of opinion 86.2 89.8 94.0 80.2 81.2
Less respect 11. 8.7 2.0 15.9 16.4
Don't know 1.0 - 2.3 - 1.8
5) Have you ever personally purchased an imitation name brand product? (Select
one.)

Hong
? Total USA Serbia UAE
Kong
Number of respondents who
1648 539 300 308 501
gave answers
? % % % % %
Yes 61.0 57.3 79.7 80.5 41.9
No 37.4 42.5 16.7 19.5 55.3
Don't know 1.5 - 3.7 - 2.6

About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer
insights that drive competitive marketing solutions. The network provides clients
with cohesive global support and a comprehensive suite of research solutions.
Synovate employs over 4,000 staff in 92 offices across 44 countries. More
information on Synovate can be found at www.synovate.com.