**3. Conclusion**

When it comes to the luxury goods market, only a fraction of the market acquires these legitimate products, the ones that can afford these goods. The other ones, those who cannot afford it, go for the option of buying a fake, since some of them have the need for these sorts of items but not the availability to acquire them. Most of them do not even see it as harmful towards the brands, since they are established and money does not appear to be a problem. The counterfeit market, according to the sources found, has been growing steadily through the years; since manufacturers from China keep emerging and the sanction they pay if they get caught is not heavy enough to make them stop producing counterfeit goods, the profit they make is worth the risk. The chapter suggests the relevance and importance of alternative technology for tags and labels especially through the NFC technology to prevent counterfeit. The chapter relates with the anti-counterfeit software of BULLA to prevent counterfeit. BULLA could have a fighting chance, with this growth brands would want to take action when it comes to protecting their assets.

BULLA would probably work better on an international level, since in Portugal, manufacturers are not willing to spend extra funds to better or to protect their business; however, they do not suffer as greatly from this malady as bigger companies do. Bigger companies are willing to fund something as long as it has some appeal and some potential to increase their business. This means that the efforts regarding BULLA should be made in the direction of partnering up with bigger and solid companies; if not, the focus should at least be in selling our product to other technological companies and receiving a percentage of their profits; in this second option, the efforts on our part would be minimised.

MobilityNow is now an accredited entity under Portugal 2020. Its expertise and competency has been recognised in provision of mobility consultancy services. In addition, the company has been marketing at present the near-field communications and its multiple uses for the premium brand. Over the years, the strategies of reaching consumer through their anti-counterfeit products have been successful.
