types of brand imitation

If you manufacture a product, your packaging will be influenced by your brand . Clerical/sales/service occupations felt that imitation strategies were more ethical than homemakers. Reidenbach, R.E. (1988), "Will the Ethics of Business Change? Many companies which use branding as their major key for marketing are facing the problem of imitators which makes them lose a possible high profit and potential customers whom will prefer to buy the cheaper alternative even though it is just an imitation. Reidenbach and Robin (1988, 1990, 1991) have developed a multidimensional ethics scale (Appendix). Individual Brands The most common type of brand is a tangible, individual product, such as a car or drink. Until the mid-1990s, Kraft's Oreo brand was content with a solid and stable share of the North American market. As the name suggests, this refers to branding that happens off the web. This academic paper shows the consumer preferences towards three brands of Cars (BMW, Mercedes-Benz and Hummer) based on brand personalities. Consumers' perceptions of brand imitation should be of extreme importance to firms who are involved in marketing an imitator brand. Instant access to millions of ebooks, audiobooks, magazines, podcasts and more. The location-specific decor displays bring a part of the citys unique culture into the store and the coffee and food samples make each trip a delicious adventure. The price of a branded bag is usually several thousand dollars, but in China you can buy a copy for several tens of dollars. It can include your wardrobe, your choice of venue for sit-down meetings with clients, the make and model you choose for your company cars and even the brands of equipment you and your team use. This generalization gives path to imitators. 1. Imitation can be used in every aspect of life. We use cookies to give you the best experience possible. With theProven ability and skills of the esteemed Because the requirement of " help wanted ad" which is mentioned about the " female Chinese, age 40 and above, preferable" that is against the equal employment opportunity. (1992), "Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer", Journal of Business Ethics, Vol. Corporate branding also often extends to the companys recruiting efforts and company culture, which ultimately shapes how the public perceives the brand. A second study used a more educated sample of equal gender and found ethical judgments mainly differed between men and women. Click here to review the details. This differs from a real purchase experience where consumers actually use the products and may base their judgments on the comparative quality of the products. 13, pp.339-359. 83-92. What are the objects of imitation? Theres a specific type of buyeralso known as a customer avatarwhos responsible for most of your sales. Subjects were approached as they passed the research station located in a high-traffic area and asked for their cooperation in a study examining brand perceptions. Jones, T.M. The more expensive it is, the more similar it is to the genuine product. Because of this problem the manufactures are undergoing a tough situation which is affecting their brand name. These companies are trying to stop imitation and protect their revenues. Females consistently found brand imitation to be more morally inequitable and more likely to violate the social contract than males. It was found that a number of factors may contribute to how a consumer makes ethical judgments: (1) whether or not the buyer or the seller is at fault; (2) whether or not the activity is perceived as illegal; (3) whether or not there is direct harm to the seller; (4) whether or not the consumer has a negative attitude towards business; and (5) whether or not the consumer equates unethical with illegal (Vitell and Muncy, 1992, p.596). As you develop your branding strategy, think about the places where your brand will take up space and be seenonline and offline. This corresponds to the occupation results of students and non-students. forever63/iStock/Getty Images. APIdays Paris 2019 - Innovation @ scale, APIs as Digital Factories' New Machi Mammalian Brain Chemistry Explains Everything. This imitation is playing with the branded companies and eating up their revenues. Design/methodology/approach Three (2 2 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as. It was found that a number of factors may contribute to how a consumer makes ethical judgments: (1) whether or not the buyer or the seller is at fault; (2) whether or not the activity is perceived as illegal; (3) whether or not there is direct harm to the seller; (4) whether or not the consumer has a negative attitude towards business; and (5) whether or not the consumer equates unethical with illegal (Vitell and Muncy, 1992, p.596). It's made from fruits, such as apricots, plums, cherries, apples, pears, or wild berries. TABLE 2 RESULTS OF STUDY 1 ON PERCEIVED ETHICALNESS OF IMITATION STRATEGY AND SUPPORT OF LEGAL ACTION AGAINST IMITATOR The results for the question that asked for direct ethical judgments were compared with the Bone and Corey (1992) results. If you provide a service, your branding will influence the way you interact with your customers. PURPOSE OF THE PAPER Consumers' perceptions of brand imitation should be of extreme importance to firms who are involved in marketing an imitator brand. Accessed on May 28, 2007, Steal this idea: offensive and defensive imitation strategies excerpt from book Managing Imitation Strategies: How later Entrants Seize Markets from Pioneers Success Find Articles http://findarticles. org/wiki/Counterfeit), Knock-off is the similar product of the original company containing its logo, name and other attributes but not fabricated by the original company which have its own brand name. They try to portray it as an original brand by adopting the same attributes, qualities even the marketing strategies of products i. e. designs, logo, and covering as well as brand name. Trust can therefore be developed in this relationship (Reidenbach and Robin, 1990). If youre not sure how the color and font choices you make for your branding shape potential buyers perception of your products, check out our posts on color psychology and choosing the right font. For example, during recessionary times consumers may be so concerned with saving money that they may compromise their ethical beliefs. Solid vinyl is very durable, washable and almost always prepasted (above) This is a full 100% vinyl wallpaper. Carratu, V. (1987), "Commercial Counterfeiting", in Branding: A Key Marketing Tool, John M. Murphy, ed. (1992), "Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer", Journal of Business Ethics, Vol. . com/details/Shopping/knock_offs. Types of Imitation: According to Drever, imitation is of two types: (i) Unconscious, and (ii) Deliberate. Generally respondents felt legal action should be taken against large corporations more so than small businesses. The Japanese began conquering international markets by copying American products and selling the results at lower prices. (Colleen Collins-Dodd et al 1999) To solve the problem the manufactures have to fully aware the consumers about the products. In addition, the multidimensionality of the scale can provide information as to why an action is felt to be unethical or ethical. 9-11. MANOVA was used to test the relationships among demographic variables. How consumers view brand imitation would be a vital piece of information for a firm considering such a strategy. The people used to adopt the beliefs of one culture and replicate it into their culture. Perhaps they feel that large businesses should "know better", that small firms lack the resources to develop totally different products, or that small firms need to practice cost-saving measures such as brand imitation in order to survive. Cultural branding is similar, but focuses on the cultural aspects of a region over the geographic ones. Often, its used to discuss private companies, but anything can have a brand: a school, a governmental entity, a social club, a content channel etc. The company was established in 2001 as a manufacturer and wholesaler of Indian jewelry. ca/nbc/wilke. This study may indicate if there is a difference in ethical judgments between genders given equivalent levels of education. com/p/articles/mi_m3514/is_n10_v41/ai_15883316 Accessed on May 28, 2007. Think a sidewalk cafe versus the Eiffel Tower to represent Paris or the Japanese tea ceremony versus Mount Fuji to represent Japan. Besides, counterfeit products look almost identical with what. They were also given ten statements pertaining to general opinions and attitudes (Vitell and Muncy, 1992). This covers a wide range of consumer items, from outright fakes in the sense that they are non-functional look-alikes. Chonko, L.B. Knock-off is the similar product of the original company containing its logo, name and other attributes but not fabricated by the original company which have its own brand name. 11, 1992, pp. 16. //= $post_title More than 30 years ago, Levitt (1966) made the point that the majority of so-called new products are really innovative imitations, that is products that do not lead to different consumption patterns (Gatignon and Robertson, 1991) but are mere re-creations of existing products with minor modifications. (Alain dAstous 2001). Graphics are important because they are used as an information source by consumers during the purchase process. Deliberate design choices like its layout, the light fixtures, the decor, the music played, the display fixtures and even the type of flooring are all carefully selected to build a living brand experience for every shopper who enters the store. This theory may be used to explain why certain actions, such as bribery, are acceptable in some countries and not in others. If consumers perceive brand imitation negatively, and perceive those who practice this strategy to be unethical, firms may be discouraged from using imitation as it might reflect negatively on their corporate image and profits. Read our blog posts on product branding and merchandise branding; any brand that manufactures tangible products should make product branding part of their marketing strategy. essay, A strong brand and international track record, A Study of Brand Strategy for Supermarket Industry in Hong Kong, The Success of Adidas Olympic Games Brand Strategy, Knock-off Brand (Fake, Imitation) Products in Turkey http://turkeytravelplanner. html Accessed on May 28, 2007, 20th Annual McMaster Business Conference Wilke/Zaichkowsky http://mint. (Colleen Collins-Dodd et al 1999) To solve the problem the manufactures have to fully aware the consumers about the products. They are buying the similar product with the perception in a mind that its a same brand or product from original company. Chicago, IL: American Marketing Association, pp. Dimension two is a relativist construct in which actions are judged according to cultural acceptability and tradition: "traditionally acceptable/unacceptable" and "culturally acceptable/not acceptable". Homemakers tended to perceive brand imitation as being less ethical than those employed in other occupations. Consumers were surveyed on their ethical judgments of situations they might face and on their attitudes towards business, salespeople, government, and people in general. Analyzing the responses across demographics, no differences were found across age groups, or income levels. S a lot easier than you might be helpful to you: good. 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