The low quality of these look-alike products also poses a serious risk to Bertram’s reputation. Customers have typically chosen Bertram’s products because of their high quality and pleasant scent, and have shown a high degree of brand loyalty. It has taken the company considerable time and effort to develop this consumer trust, and low quality fake products are putting that trust in jeopardy. Unaware that they are not genuine, loyal Bertram customers may buy these competing products and become disappointed with their low quality. This may cause these customers to stop buying Bertram products and turn to the other brands, which could seriously threaten the leading position that the company enjoys in Thailand and other international markets.