brand imiotation
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So the consumers perceive the product as a same original brand on a low cost Brand imitation is a profitable marketing strategy based on the utilization of similarity (package , design , brand name , advertising etc ) in to facilitate the acceptance of a brand by consumers Because it resembles the successful (original ) brand that it intends to imitate , the brand imitator may be attributed the original brand ‘s properties (quality , performance , reliability , origin , etc ) and such generalization is thought to have a significant impact on brand attitude and purchase (Zaichkowsky , 1995 (Alain d ‘Astous 2001 In brand imitation , the matter has been mostly observed through observations or experiments
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With these points in mind , the research will elucidate about the brand imitation , types of brand imitation , how it ‘s affecting the branding companies and the br possible solutions for brand imitation Introduction Now days the branded companies are in great trouble and crisis because they are not only facing tough competition but also the matter of brand imitation
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When the qualities and image of a product is not clear in the mind of a consumer then this confusion also lead towards bran imitation In that study , brand confusion was more likely to occur when consumers ‘ product familiarity Product experience and involvement with the product category were low Kapferer and Thoenig (1992 ) found that similarity between brands is more likely to create confusion when attention and product involvement are low (Alain d ‘Astous 2001 Brand
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Paper Topic: brand imiotation Running Head : Brand Imitation Brand Imitation [The name of the writer appears here] [The name of the institution appears here] Abstract 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
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Those products are not exactly same but the imitator tries to make it with slight differences or modifications 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 d ‘Astous 2001 The imitators ‘ biggest strategy is to earn profit by selling the famous brand on the low cost
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Brand imitation is affecting their market and eating up the profits of big branded companies
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They try to portray it as an original brand by adopting the same attributes , qualities even the marketing strategies of products i
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Through research , the data has been collected that shows new imitated brands exist in the market and making profits from last 30 years
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The similarity of two products is generally perceived by consumers as a product by same companies
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And through observations the occurrence of generalization effect is apparent within the boundaries of brand imitation
