Problems for branding: fakesumption

These ideas on branding and fakes made me think (http://www.slideshare.net/TrendBuero/fakesumption):

1. fakes deliver good enough product solutions without premium price

2. strong relationships make the difference: consumers want to be personally recognized, treated exceptionally, participate in the brand

3. fakes start to innovate and customize to local market needs (and develop brand character themselves)

So the real challenge for the brand is:

How do you engage and bond with your customers instead of criminalizing them?
How do you integrate this need into your brand?
How do you cooperate(?) with fakers?

(http://www.slideshare.net/TrendBuero/fakesumption)

What do you think?