com/p/articles/mi_m3514/is_n10_v41/ai_15883316 Accessed on May 28, 2007. Therefore all national brand managers are extremely concerned about imitation of their brands. In terms of ethical judgments, research should continue exploring consumers' perceptions and opinions on brand imitation strategies since it is possible that consumers' ethical beliefs are not compatible with their actions. As mentioned earlier, similar packaging may simplify the buying process for consumers. Recent work in neuroscience has begun to reveal the mechanisms of imitation in the human brain. Journal Of Product & Brand Management, Vol. 45-54. Brand identity includes things like your font choices, your color palette, the types of graphics you use, your logo (and its variations) and your copy voice. Thats because its all about personality. wikipedia. 339-359. These results are summarized in Table 3. The respondents subsequently completed a questionnaire containing the two ethics scales. The size of the imitator firm may have some effect on consumers' judgments of their actions. Practitioners felt that a store brand packaged "to closely resemble a national brand" to be unethical. and Muncy, J. It includes portions of real crab meat complemented by a main ingredient - the one that makes it an affordable option to real crab - Wild Alaska Pollock. Retrieved from https://phdessay.com/brand-imitation/, Hire skilled expert and get original paper in 3+ hours, Run a free check or have your essay done for you, Didn`t find the right sample? Those products are not exactly same but the imitator tries to make it with slight differences or modifications. There are five basic ethical theories that are commonly used as the basis for ethical judgments by society: justice theory, relativism, deontology, teleological egoism and teleological utilitarianism (Reidenbach and Robin, 1988). Another possibility is that consumers with lower incomes may be more brand loyal and rely more on national brands for choice. Reasonable craftmanship, imitation leather, moderate quality imitation accessories. The results for both studies regarding the legal questions indicated that the respondents were more sympathetic towards small businesses and harsher towards large firms. Louis Vuitton, Rolex, Cartier, Levi Strauss, and Lacoste are some of the popular brands that are all too often victimized by pirates. Reidenbach and Robin (1988, 1990, 1991) have developed a multidimensional ethics scale (Appendix). Those products are not exactly same but the imitator tries to make it with slight differences or modifications. wikipedia. So is the personal branding you might bring to a client meeting or an industry conference. Situational Factors Ethics must also be considered in terms of the buyer-seller relationship. There are two main advantages to using a multi-item and multidimensional scale in measuring ethical judgments. Our newsletter is only for the coolest kids. //= $post_title Marketers must recognize that customers have certain rights and that the firm has certain responsibilities towards customers. In terms of occupation, the largest group consisted of those working in clerical, sales and service industries (41.3 percent). It's made from fruits, such as apricots, plums, cherries, apples, pears, or wild berries. The purpose of my study is to find out the. It is completely man made; you can tell if it is a moissanite because in lighting it has a greenish hue. Fritzsche, D.J. in order to facilitate the acceptance of a brand by consumers. If your brand is peoples perception of you, branding is how you direct that perception. 11, pp.585-597. database? 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. Bone and Corey (1992) question the ethics of the practice of packaging house brands to resemble national brand competitors. Graphics is the only category from this inventory that is relevant to brand imitation. Included in Table 1 is a comparison of local Census data with the sample's demographic profile. Weve updated our privacy policy so that we are compliant with changing global privacy regulations and to provide you with insight into the limited ways in which we use your data. designer brand imitation can be rigid and inflexible or made from soft and stretchy materials, depending on the needs of the user. Provincial Brand: It is possible that housewives are more aware of the existence of brand imitation and therefore see it as a greater problem when shopping. And the second requirement is that the trade dress should be non-functional. Bone, P.F. Teleological theories are primarily concerned with the outcome of actions and whether the consequences are "good" (Bone and Corey, 1992). Design Copies or trade dress: Trade dress is the protection of a design and wrapping against the other companies to not to used by them. 9, August, pp. harmony in order to life, Brand Imitation. Fritzsche, D.J. Take Air New Zealand, for instance. There are different types of brand imitation i. e. Counterfeits or product pirates, knockoffs or clones, design copies or trade dress, creative adaptations, technological leapfrogging, adaptation to another industry. "Marketing managers are faced with a host of decisions having ethical ramifications regarding the products and services they offer for sale" (Murphy and Laczniak, 1981). To be nonfunctional, it cannot affect a products cost, quality, or a manufacturers ability to effectively compete in a non reputable way. The innovator innovate the product and then the imitators copied it and sell the product in the market with little modifications. It seems that there is a system of mirror neurons which are active both when you see another person act and when you do the same thing yourself and these may allow humans to learn by imitation. Marketing is the process of creating desirable products or services and distributing them in a way that increases their attractiveness. 7, pp.231-248. In addition, the multidimensionality of the scale can provide information as to why an action is felt to be unethical or ethical. Mostly, Perfumes, hand bags, cigars, watches and other consumer items, are making by the knock-off companies and also the other products which are high profitable items. Consumers seem to have more sympathy for small businesses than for large corporations that imitate other brands. Consumers seem to have more sympathy for small businesses than for large corporations that imitate other brands. "Mimesis", which means imitation, was essentially a Greek word that means, "copying" or "imitating". If you manufacture a product, your packaging will be influenced by your brand . She's not only a coach but a person I know I can go to when I need a friend. The cells were then harvested and lysed where cells were placed in a centrifuge to separate the soluble and insoluble material. A total of 80 consumers were surveyed in a large metropolitan area. A mall-intercept sample heavily weighted by older females showed these respondents felt brand imitation was unethical. In contrast, utilitarianism considers the consequences for society in general (Reidenbach and Robin, 1990). 13, pp.339-359. People want quick, efficient, friendly service and in some industries, simply providing this kind of service consistently is enough. 35 No. They are buying the similar product with the perception in a mind that its a same brand or product from original company. The size of the imitator firm may have some effect on consumers' judgments of their actions. In the growing FMCG market of Hong Kong, the concept of brand strategy for supermarkets is the most vital variable of interest to retailers. Knowledge of this fact was felt to be key to the ethical judgments they were to make. A guy on Istanbuls Galata Bridge with a suitcase full of shirts bearing labels and logos such as Lacoste or Puma, or a pushcart with athletic shoes bearing Adidas and Nike logos, chances are that these are not goods made by those manufacturers. Love her or not, you cant deny she has a very clear, carefully built personal brand. Learn more about Lindsay's writing services at. Reidenbach, R.E. Otherwise, you may notice the digital design choices of a certain brand may mimic those of the physical store, bringing its offline ambience online. Co-branding. They developed an inventory which included label information (i.e., nutritional value and similar product information), graphics, safety, pricing, and the environment. $331 AT AMAZON $570 AT HOME DEPOT $450 AT WAYFAIR. 639-653. In other words, the scale helps the researcher understand what ethical perspective the respondent is using in making the evaluation. Fenby, J., Piracy and the Public, London: Frederick Muller Ltd., 1983. Reidenbach, R. Eric, Donald P. Robin and Lynden Dawson (1991), "An Application and Extension of a Multidimensional Ethics Scale to Selected Marketing Practices and Marketing Groups," Journal of the Academy of Marketing Science, Vol. The similarity of two products is generally perceived by consumers as a product by same companies. Think about Cardi B. Trust can therefore be developed in this relationship (Reidenbach and Robin, 1990). Chonko, L.B. html) Now days there are many knock-off items available in the market and consumers are buying them. In terms of ethical judgments, research should continue exploring consumers' perceptions and opinions on brand imitation strategies since it is possible that consumers' ethical beliefs are not compatible with their actions. and Muncy, J. As a result, their judgments were necessarily based on past experience and/or the appearance of the packaging. Although you carefully communicate your brand to the world, you dont have the final say on your brand; how the world perceives your branding and the values they assign to you play into the equation as well. And illegally sell the product in the market but the reason which is restricting them is that the retailers are also engaged in these activities. These are those that are not identical but are similar to substance, nature, name, form, meaning or intent to an acknowledged and widely known product or service. Geographic and cultural branding happen on larger scales but they also happen on social media, in public spaces and within retail environments. org/wiki/Counterfeit Accessed on May 28, 2007, Imitation Wikipedia, the free encyclopedia http://en. Retail branding is a must-do for any business operating in a physical location. Trader Joes is one example of a store doing retail branding really well. Analyzing the responses across demographics, no differences were found across age groups, or income levels. However, they recognize that there are two perspectives to this issue. Other consumers may feel that it is unethical or deceitful for a firm to willfully engage in this practice, as do many product managers (Bone and Corey, 1992). They point out that: the use of similar graphics may violate deontological norms of fairness and equity if the store brand falsely appropriates the national brand's strong consumer reputation, which has required time, effort, and money to develop and maintain. (Colleen Collins-Dodd et al 1999) The biggest problem of this brand imitation is that the consumers are confusing about the original product. Anywhere a brand is visible, branding happens. The consumer are buying the products with the thinking in mind that certain product is same from the original company. (Colleen Collins-Dodd et al 1999) The biggest problem of this brand imitation is that the consumers are confusing about the original product. (http://turkeytravelplanner. 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. Pondy Bazaar, Chennai. (http://en. This cannot be done using a single global measure (Reidenbach and Robin, 1990). A brand is a personality crafted to connect with audiences in a specific way. Practitioners felt that a store brand packaged "to closely resemble a national brand" to be unethical. Data were collected during two hour time periods, in the morning and in the afternoon, over the course of one week. Through research, the data has been collected that shows new imitated brands exist in the market and making profits from last 30 years. The respondents, as a whole, found the practise of brand imitation to be morally inequitable (5.71), somewhat neutral on cultural acceptability (4.08), and generally to violate the social contract of society (5.06). Plato would simply believe in what existed without trying to explain it, or look for any deeper meaning. Adidas ownes Reebok, Taylor Made golf company and Rockport. (1988), "An Examination of Marketing Ethics: Role of the Decision Maker, Consequences of the Decision, Management Position, and Sex of the Respondent," Journal of Macromarketing, Vol. Aside from writing, her interests include making art, reading tarot cards, and exploring new places. org/wiki/Trade_dress. Statistics Canada, Canada 1986: Profiles, Vancouver Part 1 and Part 2, Ottawa: Supply and Services Canada, 1988. Often consumers and businesses perceive actions taken in market transactions differently (Dornoff and Tankersley, 1975). Activate your 30 day free trialto continue reading. For example, one product manager mentioned: The question of brand infringement due to similar packaging, graphics, or product claims. The people used to adopt the beliefs of onecultureand replicate it into their culture. Incorporate online branding into your brand strategy to better establish customer trust and increase your reach to a wider audience, 10 logo design tips to boost your brand presence, Collaboration in design: tips and tricks to help your creative team excel, differences between branding, brand identity and brand, a novelty safety-video, this time featuring major international supermodels such as Chrissy Teigen, Like, follow and subscribe to your various social media channels. Ethics must also be considered in terms of the buyer-seller relationship. Your branding can also extend to how you reach customers, like sending current and prospective buyers well-constructed lookbooks that use quality paper and binding. Theres a specific type of buyeralso known as a customer avatarwhos responsible for most of your sales. Service branding can also come in the form of meeting specific expectations that set a company apart from their competitors, like a cable company connecting customers with human customer service reps rather than automated prompts, when they call. Digital customer service guidelines, for instance, often include using the same vocabulary as the brands in-store associates would. The third dimension is the social contract construct which consists of the items "violates/does not violate an unspoken promise" and "violates/does not violate an unwritten contract". 7, pp.871-879. wikipedia. How you style yourself for headshots, the kinds of images and quotes you share to social media, the platforms where you choose to spend your time and the way you interact with others are the pieces of personal branding that come together to show the world who you are as an individual. (http://turkeytravelplanner. Graphics is the only category from this inventory that is relevant to brand imitation. Demographic information was also collected. When you see the word "solid vinyl," you are looking at the vinyl of all vinyls. Brand Identity Vs Brand Image. Clerical/sales/service occupations felt that imitation strategies were more ethical than homemakers. Both Aristotle and Plato see imitation pretty differently. From teaching till politics. A mall-intercept sample heavily weighted by older females showed these respondents felt brand imitation was unethical. A mall-intercept sample heavily weighted by older females showed these respondents felt brand imitation was unethical. (1988), "Will the Ethics of Business Change? Because it resembles the successful (original) brand that it intends to imitate, the brand imitator may be attributed the original brands properties (quality, performance, reliability, origin, etc. ) it become, Equal employment opportunity essay sample, The creation of consumer product safety commission (cpsc), Reflective learning and the reflective practitioner, Free sarbanes-oxley act article review example, Globalization of international management, 2022, SampleFellow.com. Going back to our Taco Bell example, their branding features quirky commercials, bold color palettes on their food packaging and website and the cool, modern interiors of their restaurants (the renovated and newer ones, at leastthough lets take a minute to appreciate the retro version). The above data proving that the imitation is the general behavior of every human on the earth. Every big company like Nike, Puma, Chanel, Estee lauder, Ford etc are facing these problems. About one-third of respondents were interviewed on Monday, Tuesday or Wednesday; one-third were interviewed on Thursday or Friday; and one-third were interviewed on Saturday or Sunday. What Are the Best Faux Diamonds? Data were gathered during three time periods: morning (10:00 a.m. to noon), afternoon (2:00 to 4:00 p.m.), and evening (6:00 to 8:00 p.m.). Brand imitation is a profitable marketing strategy based on the utilization of similarity (package, design, brand name, advertising, etc. ) Scholars and Laczniak, G.R., "Marketing Ethics: A Review with Implications", Review of Marketing 1981, Ben M. Enis and Kenneth J. Roering, eds. Whenever you hear the phrase,Taco Bell, its this perception that springs to mind. However, there is no baseline of how the "average" consumer feels about the practice of brand imitation. Let us help you get a good grade on your paper. Manufacturer Brands: Manufacturer brands are created by producers and bear their chosen brand name, brand is marketed by manufacture. If your branding includes warm pastel colors, your brand identity clarifies the specific hues into a color palette so every designer you work with knows which colors to stick to for a consistent look. 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 who will prefer to buy the cheaper alternative even though it is just an imitation. The similarity of two products is generally perceived by consumers as a product by same companies. Method The sample consisted of subjects drawn from the university campus, both students and non-students. 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. On the other hand, if this benefits the majority of consumers by providing them with materially similar products for less money, the practice may be viewed as teleogically preferable (Bone and Corey, 1992, p.47). 9, August, pp. Moissanite. With the passage of time the technologies are becoming so fast that after every one or two week the new technologies are coming and the previous technologies are quickly fading away. When you design your branding, think about all the places it will appear. The use of recognition is clearly noted when a messenger comes to Oedipus to deliver the news of Polybus' death. The theory of cultural branding is done by the travel and tourism companies when a specific culture of any city, region, or a country is to be promoted to the target market and the target audience. Wells, W.D., "Three Useful Ideas", in Advances in Consumer Research, R.J. Lutz, ed. London: Macmillan Press, pp. The way that they can do this is by connecting to their consumers on a deeper, emotional level. 153-167. html) The consumers are confused between innovator and imitator. Both genders were likely to believe legal action should be taken against large corporations who engage in an imitation strategy. He won because he was swift and was light on his feet. This cannot be done using a single global measure (Reidenbach and Robin, 1990). - SIDVIN S SHETTY. Learning takes place not only in the classroom but also in our everyday lives. Graphics are important because they are used as an information source by consumers during the purchase process. This imitation is playing with the branded companies and eating up their revenues. These ethical questions may arise in the imitation of a competitor's product. Need urgent help with your paper? A strong brand and international track record will attract equity funds and equity-related capital funding for an international acquisition. 639-653. Reidenbach, R.E. But the consumers are not fully informed about the copies of the product easily available in the market at cheap prices. Vitell, S.J. Provo, UT: Association for Consumer Research, 1986, pp. Corporate branding, just like other kinds of branding, is the series of design choices and actions that communicate key points about the brand, like its: Corporate branding goes beyond website design and ads. This eight-item scale was divided into three dimensions. Service branding happens in these spaces as well, and often, youll see retail branding happening alongside corporate and product branding. 11, pp.585-597. What are the three medium of imitation? Conclusion: Few years back the Americans imitated the Japanese products. 1) Service brand. Little research has been conducted on this topic. Activate your 30 day free trialto unlock unlimited reading. Females appeared to be the fairer sex in that they saw more moral inequity and less cultural acceptable behavior in brand imitation. After all, were not products, were people. European Journal of Marketing, Vol. One of the most important responsibilities of a security manager is to monitor the security operations in the collegeenvironment. 5. Imitators then use the original brand's identity for their own benefit. wikipedia. And they take action against those retailers the companies would loss the space on the shelf of the stores. 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. However, they recognize that there are two perspectives to this issue. I am concerned in the aspects that thecompetitive performance of a Business Concern and the way in which changes intechnology affect an International Marketing, Organization Structure, long termbusiness strategy and standard system. Chicago, IL: American Marketing Association, 1981, pp. And through observations the occurrence of generalization effect is apparent within the boundaries of brand imitation. and such generalization is thought to have a significant impact on brand attitude and purchase (Zaichkowsky, 1995). RESULTS OF STUDY 1 ON PERCEIVED ETHICALNESS OF IMITATION STRATEGY AND SUPPORT OF LEGAL ACTION AGAINST IMITATOR. Unlike products, which are easy to brand in visible and tangible ways, services are a little more challenging to brand. Counterfeits or product pirates. By cultivating a public persona that directs the people who see you to assign certain traits and values to your character. Consumers who feel this way are likely to perceive the practice of imitation as ethical. Branding communicates your brand personality to the world. Different types of brands include individual products, product ranges, services, organizations, individual persons, groups, events, geographic places, private label brands, media, and e-brands. Little research has been conducted on this topic. 59-72. National Tree Company. wikipedia. Tap here to review the details.

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