In terms of income, twenty-eight percent of respondents had an income over $30,000, and almost half of the respondents had an income under $10,000. html Accessed on May 28, 2007, 20th Annual McMaster Business Conference Wilke/Zaichkowsky http://mint. 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., Order custom essay Brand Imitation Graphics are important because they are used as an information source by consumers during the purchase process. and Muncy, J. Product Branding: This is the most common type of branding. 10, Fall, pp.29-39. 13, pp.339-359. 5. 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.). Your brand identity provides the building blocks you use in your branding strategy. Online branding, as the name implies, is branding that happens online. In case it isnt obvious from the name, offline branding is branding that happens offline. Some researchers say that the competition in a market place brings innovation and imitation also take place which makes the market more efficient and effective. Personal branding tends to happen in places where peoplepublic figures or notinteract as individuals, like on social media platforms or at professional events. Take Air New Zealand, for instance. Chicago, IL: American Marketing Association, pp. 7. wikipedia. and Laczniak, G.R., "Marketing Ethics: A Review with Implications", Review of Marketing 1981, Ben M. Enis and Kenneth J. Roering, eds. Reidenbach, R. Eric and Donald P. Robin (1988), "Some Initial Steps Toward Improving the Measurement of Ethical Evaluations of Marketing Activities," Journal of Business Ethics, Vol. com/p/articles/mi_m3514/is_n10_v41/ai_15883316 Accessed on May 28, 2007. mcmaster. The mall intercept method was used in order to collect data from average consumers. This theory may be used to explain why certain actions, such as bribery, are acceptable in some countries and not in others. database? It had become part of LAVA Group in 1999, and is now led by Hummers Leon and Carol Limit. And the biggest pleasure for the consumers is that they are getting the similar product in lower price. Statistics Canada, Canada 1986: Profiles, Vancouver Part 1 and Part 2, Ottawa: Supply and Services Canada, 1988. However, the majority of respondents were female (78.8 percent). Let's take a closer look at them and see what makes each one a good choice: Moissanite 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. ) Later, many Japanese firms switched from being product imitators to becoming product innovators. However, they recognize that there are two perspectives to this issue. Consumers were surveyed on their ethical judgments of situations they might face and on their attitudes towards business, salespeople, government, and people in general. Although you might not necessarily want to brand yourself like Cardi B, you can learn a lot from how shes cultivated her personal brand. Consumers who have a negative attitude towards business or those who perceive the practice of brand imitation as illegal may see this strategy as being more unethical. Chonko, L.B. So, which kinds of branding should you be doing? Dimension one is a broad-based moral equity construct and contains four items: "fair/unfair", "just/unjust", "acceptable/unacceptable to my family", and "morally/"not morally right". As mentioned earlier, similar packaging may simplify the buying process for consumers. In that study, brand confusion was more likely to occur when consumers' product familiarity, Product experience and involvement with the product category were low. The results for both studies regarding the legal questions indicated that the respondents were more sympathetic towards small businesses and harsher towards large firms. They're knock-offs. The mean for Study 2 was 3.60 with a standard deviation of 1.35. If they agreed, they were shown the display of product packages and presented with a self-administered questionnaire. org/wiki/Imitation Accessed on May 28, 2007, Trade dress Wikipedia, the free encyclopedia http://en. So how do you do personal branding? This involves adding a value of service to the brand. Implications It is possible that underlying factors may have contributed to the results (Vitell and Muncy, 1992). From teaching till politics. What are the three types of imitation? As a result, their judgments were necessarily based on past experience and/or the appearance of the packaging. For example, you might be a luxury furniture designer. By continuing well assume youre on board with our Recent work in neuroscience has begun to reveal the mechanisms of imitation in the human brain. As you develop your branding strategy, think about the places where your brand will take up space and be seenonline and offline. 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. in order to facilitate the acceptance of a brand by consumers. Diamond simulants can be both natural and synthetic. 2022 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). (Colleen Collins-Dodd et al 1999) The possible solutions for brand imitation: The business press and other officials are trying to come up with reasonable solutions for brand imitation. Because of low prices the consumer are buying the products with the perception that the product is original. 7, pp.871-879. As a new entrepreneur, content creator or simply an individual undergoing personal growth, understanding branding and how to do it well is one of the key ingredients for success. Imitation can be used in every aspect of life. There are several types of branding that are worth exploring in depth. 639-653. They developed an inventory which included label information (i.e., nutritional value and similar product information), graphics, safety, pricing, and the environment. 1. Homemakers tended to perceive brand imitation as being less ethical than those employed in other occupations. And they take action against those retailers the companies would loss the space on the shelf of the stores. The similarity of two products is generally perceived by consumers as a product by same companies. Brand Identity Vs Brand Image. 83-92. Except for gender, no relationship were found among demographic groups of the sample and their responses to the ethics scales. The law registered the trademark to the company so that the company should be distinguishing from other companies. 6 (1949 . The pGLUX1 proteins were then further digested using the XhoI and KpnI enzymes. ABSTRACT - This research examined consumers' perceptions of the ethical implications of a brand imitation strategy. A Survey of Future Executives," Journal of Business Ethics, Vol. 2. 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. This theory may be used to explain why certain actions, such as bribery, are acceptable in some countries and not in others. Anecdotal evidence in theacademicliterature and business press suggests that manufacturers will take legal action against each other when they believe their trademarks or trade dress has been infringed upon, but they are reluctant to take legal action when retailers undertake the same copycat activity (Kapferer, 1995b; Hollinger, 1997). Because of this problem the manufactures are undergoing a tough situation which is affecting their brand name. 13, 1985, pp. However, they recognize that there are two perspectives to this issue. The cells were then harvested and lysed where cells were placed in a centrifuge to separate the soluble and insoluble material. Careful research prior to joining a certain field is paramount in ensuring job satisfaction The study will focus on many aspects of the pharmaceutical profession, utilizing various sources in order to draw its conclusions. Reidenbach, R.E. Prior to completing the questionnaire, the respondents were informed that none of the brand pairs share a common manufacturer. Now 47% off. This makes the employees to interact together, bond more and feel more confident resulting into a greater team synergy. Justice theory, primarily procedural justice, is important to marketing in that its objective is to develop rules that result in fair outcomes. Perhaps females are more aware of the issue than are males, and thus more critical. First, a single-item measure may be less reliable than multi-item measures. The logo packaging, trade name every thing is similar to the original brand. 1. But insubstantial things are not easier to copy as compared to products. They developed an inventory which included label information (i.e., nutritional value and similar product information), graphics, safety, pricing, and the environment. Therefore, besides the general multidimensional ethics, some specific ethics questions to the context of brand imitation cases would seem prudent. $331 AT AMAZON $570 AT HOME DEPOT $450 AT WAYFAIR. The use of recognition is clearly noted when a messenger comes to Oedipus to deliver the news of Polybus' death. This research makes an in-depth analysis. Females appeared to be the fairer sex in that they saw more moral inequity and less cultural acceptable behavior in brand imitation. Walking with alternating footstep motions. Like in Turkey, many Pumas and Lacostas shirts sell in the market which are knock-off items. DISCUSSION AND SUMMARY The results from Study 1, which weighted females of average education and occupation, considered brand imitation to be unethical. AI and Machine Learning Demystified by Carol Smith at Midwest UX 2017, Pew Research Center's Internet & American Life Project, Harry Surden - Artificial Intelligence and Law Overview, No public clipboards found for this slide. At that time Japanese are the biggest imitators. Provincial Brand: What exactly is an "ethical" action? (Colleen Collins-Dodd et al 1999) Brand imitation has a long history. Youll need to think about how youll express the brand on and offline and, more specifically, where it will appear in both of those arenas. They asked manufactures to take legal step against these companies. 339-359. The respondents were presented with a number of situations in which they might find themselves as consumers. Dornoff, R.J. and Tankersley, C.B., "Perceptual Differences in Market Transactions: A Source of Consumer Frustration", Journal of Consumer Affairs, Vol. Both are popular in the tourism industry. They are buying the similar product with the perception in a mind that its a same brand or product from original company. 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? Ward, J., Loken, B., Ross, I., and Hasapopoulos, T. (1986), "The Influence of Physical Similarity on Generalization of Affect and Attribute Perceptions From National Brands to Private Label Brands", in AMA Educators' Proceedings, Vol. If consumers feel an imitation strategy is acceptable more firms may be encouraged to follow this practice, despite possible legal challenges. Clerical/sales/service occupations felt that imitation strategies were more ethical than homemakers. 4. This research examined consumers' perceptions of the ethical implications of a brand imitation strategy. 1/2, 2001, pp.153-167. Nowadays there are many knock-off items available in the market and consumers are buying them. 1. The New German Cinema can be characterized as the German national cinema as a result of its modernity of film making techniques which recognizes the audience as the main player in the way a film is made. and Muncy, J. A comparison of evaluations would be interesting, in order to find out whether an "ethics gap" exists among consumers, as well as between consumers and practitioners. 45-54. Often, service branding comes in the form of extras, like an insurance company sending all their customers rebate checks at the end of the year or a hotel offering free cookies at the concierge desk. Our newsletter is only for the coolest kids. Relativism suggests that "normative beliefs are a function of a culture or individual, and therefore, no universal ethical rules exist that apply to everyone" (Reidenbach and Robin, 1990, p.651). Think about how you can express your brand through two or more types of branding. Disposable grass mats may use low-quality materials. The innovator innovate the product and then the imitators copied it and sell the product in the market with little modifications. This imitation is playing with the branded companies and eating up their revenues. Another possibility is that consumers with higher incomes may be loyal to nationally advertised brands and do not even consider store brands when shopping. Wells, W.D., "Three Useful Ideas", in Advances in Consumer Research, R.J. Lutz, ed. Trust can therefore be developed in this relationship (Reidenbach and Robin, 1990). This study may indicate if there is a difference in ethical judgments between genders given equivalent levels of education. Knowledge of this fact was felt to be key to the ethical judgments they were to make. Depending on the type of grass, its component may vary a little or a lot compared to other variants. Kapferer and Thoenig (1992) found that similarity between brands is more likely to create confusion when attention and product involvement are low. (Alain dAstous 2001). One issue that should be considered is whether imitator products serve a role in the marketplace. Every big company like Nike, Puma, Chanel, Estee lauder, Ford etc are facing these problems. Price range $50 $150 per bag e.g. If consumers feel that the buyer is at fault for purchasing an imitator brand when intending to purchase the original brand (i.e., caveat emptor), they would likely see imitation strategies as being less unethical than those who feel the seller is at fault. 7, pp.871-879. (Colleen Collins-Dodd et al 1999) Brand imitation has a long history. Homemakers tended to perceive brand imitation as being less ethical than those employed in other occupations. Teleological theories are primarily concerned with the outcome of actions and whether the consequences are "good" (Bone and Corey, 1992). 10 Types of Brand Strategies Personal Branding Corporate Branding Product Branding Service Branding Retail Branding Online Branding Offline Branding Co-Branding No-Brand Branding Cultural Branding 1. But, developing a unique persona does more than make a company feel like a character. 1. Statistics Canada, Canada 1986: Profiles, Vancouver Part 1 and Part 2, Ottawa: Supply and Services Canada, 1988. George Newman, Yale University, USA, Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA Significant differences between genders were found for both studies. Consumers were shown product pairs that were similar in appearance and asked to make ethical judgments of brand imitation. Theyre knock-offs. Their food is cheap and delicious and theyre an ideal choice when youre a whole lot more interested in eating quickly than eating healthily; some of that perception comes from Taco Bells branding, some of it comes from consumers experiences with Taco Bell. These types of goods are classified as _____ products. As a result, they might feel the issue has little relevance for them personally and therefore are less critical. These results are summarized in Table 3. BRAND IMITATION Flemming Hansen, Provo, UT : Association for Consumer Research, Pages: 418-424. 5 Types of Brand Loyalty Explained (With Examples) Brand loyalty is a big part of consumer psychology. It can be a crucial factor in determining the success of a service. Analyzing the responses across demographics, no differences were found across age groups, or income levels. and such generalization is thought to have a significant impact on brand attitude and purchase (Zaichkowsky, 1995). With this being said, what kind of environment do you feel is All of the players know they can talk to Coach about anything they need to and she will understand. Anywhere a brand is visible, branding happens. 12, Spring, pp. Click here to review the details. The paper "Brand Imitation - Consumer Attitude Toward Purchasing Imitated Brand Clothing in Thailand" is an engrossing version of the thesis proposal on . 5. And they take action against those retailers the companies would loss the space on the shelf of the stores. So, to keep shoppers coming through the doors, retailers need to up their branding game and turn their stores into experiences that shoppers want to come back and relive. Imitator products that are cheaper than the imitated brands may be perceived as being a better value for the money by some consumers. There are two limitations in this research that should be considered. LV, Chanel. In order to compare results with Bone and Corey (1992), the sample mean of 2.81 was compared to the hypothesized mean of 4, the midpoint of the seven-point scale. Although the 5 favors to call in when launching a business, Security manager working with and leading people, Poetics and the great greek tragedy: oedipus rex, Case analysis-strategic it transformation at accenture, Chapter 17 mutual funds and hedge funds essay, My marketing stronger and very soon. The firm that owns the original brand has invested time, effort, and money in establishing a brand identity. Some researchers say that the competition in a market place brings innovation and imitation also take place which makes the market more efficient and effective. MANOVA was then used to analyze ethical judgments based on demographic differences. "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). An analysis of the ethical judgments and demographic variables found several significant results in Study 1. No differences were found on the dimension of cultural acceptability. Justice theory, primarily procedural justice, is important to marketing in that its objective is to develop rules that result in fair outcomes. Think a sidewalk cafe versus the Eiffel Tower to represent Paris or the Japanese tea ceremony versus Mount Fuji to represent Japan. In discount stores, as compared to high-end stores, different norms may prevail that in turn affect the perceived appropriateness of imitation. Reidenbach and Robin (1988, 1990, 1991) have developed a multidimensional ethics scale (Appendix). Marketers must recognize that customers have certain rights and that the firm has certain responsibilities towards customers. Compare that with Taco Bell offering Pepsi products. It includes how the company conducts themselves socially and professionally, like partnering with specific charities or responding to current events. com/details/Shopping/knock_offs. "Brand Imitation and Its Effects on Innovation, Competition, and Brand Equity," Business Horizons 42, no. If consumers feel that the buyer is at fault for purchasing an imitator brand when intending to purchase the original brand (i.e., caveat emptor), they would likely see imitation strategies as being less unethical than those who feel the seller is at fault. Often consumers and businesses perceive actions taken in market transactions differently (Dornoff and Tankersley, 1975). Aristotle argues that all forms of poetrytragedy, epic poetry, comedy, dithyrambic poetry and dance; and music performed by pipe or lyreare forms of imitation and can only differ three ways: their medium, their object, and their mode of imitation. and Muncy, J. Doss and Robinson (2013, p. 427) define brand imitation as "a product that borrows or copies some special attributes of a famous or leading product such as name, shape, or color". Data collection was conducted over a period of one week. A strong product brand understands its users, their problems, desires, and the competitors around them. and Corey, R.J. (1992), "Ethical Dilemmas in Packaging: Beliefs of Packaging Professionals", Journal of Macromarketing, Vol. Dependent Measures Ethical judgments of the respondents were measured by both Reidenbach and Robin's (1990) Multidimensional Ethics Scale (see Appendix) and four other ethical judgments. As you can see, there are lots of different types of branding that companies and other entities use to show the world who they areand visualising it like a Venn diagram, most companies use more than one kind of branding. 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. 2 1999, Pp. Fenby, J., Piracy and the Public, London: Frederick Muller Ltd., 1983. These infants are the same age but never saw the experimenter demonstrate the novel actions. The respondents were asked directly whether or not they felt that brand imitation was ethical. How the brand imitation is affecting the branding companies: With the emerging trend of imitation, the branded companies are facing so many difficulties. Chonko, L.B. 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. These included: "observing someone shoplifting and not saying anything about it"; "using a coupon for merchandise you did not buy"; and "returning merchandise after trying it and not liking it". People want quick, efficient, friendly service and in some industries, simply providing this kind of service consistently is enough. org/wiki/Trade_dress)Technologyleapfrogging: 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. The remaining three questions asked about legal action to protect brands if the imitator was 1) any company; 2) a large corporation or 3) a small business. An imitation strategy therefore reduces the costs involved in launching a brand and creating demand for it (Ward, et al., 1986). They asked manufactures to take legal step against these companies. Later, many Japanese firms switched from being product imitators to becoming product innovators. Practitioners felt that a store brand packaged "to closely resemble a national brand" to be unethical. com/details/Shopping/knock_offs. The sample consisted of subjects drawn from the university campus, both students and non-students. Solid Vinyl. The results from Study 1, which weighted females of average education and occupation, considered brand imitation to be unethical. Bone and Corey (1992) question the ethics of the practice of packaging house brands to resemble national brand competitors. Since most imitations are priced lower than the original brands, consumers are willing to buy the lower priced imitation, which may offer greater value if the product is as good as the national brand it imitates. Now the Japanese are using both the strategies. So the consumers perceive the product as a same original brand on a low cost. Bone, P.F. Tourism and tourism-adjacent businesses, like hotels and airport taxis for sure, but also any kind of business that makes its region of origin a focal point in its branding. This corresponds to the occupation results of students and non-students. Other studies using either student or more general samples have shown females to be more concerned about ethical issues and more likely than males to see ethical problems in a given situation (Beltramini, Peterson and Kozmetsky, 1984; Chonko and Hunt, 1985; Fritzche, 1988; Jones and Gautschi, 1988). Whenever you hear the phrase,Taco Bell, its this perception that springs to mind. 11, 1992, pp. This is particularly important in my industry because of the 'faddish' nature of the business. 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. The products are easily selling in the market with the same name, logo etc. 2. STUDY 1 Method The mall intercept method was used in order to collect data from average consumers. Finally, sometimes a new technology and new things were discovered by personal experience but not classroom knowledge. STUDY 2: PERCEIVED ETHICALNESS OF IMITATION STRATEGY AND SUPPORT OF LEGAL ACTION AGAINST IMITATOR. Product brand - Elevating the perceptions of commodities/goods so that they are associated with ideas and emotions that exceed functional capability. Brand Imitation is the counterfeiting of products or services. A total of 75 respondents were surveyed. The remaining three questions asked about legal action to protect brands if the imitator was 1) any company; 2) a large corporation or 3) a small business. Our newsletter is for everyone who loves design! 1/2, 2001, pp. and Gautschi, F.H. Lace #1 - Chantilly Lace Lace #2 - Alencon or French embroidered lace Lace #3 - All-over (embroidered net lace) Lace #4 - Venise Lace or Venetian lace Lace #5 - Edging Lace. This may be the result of situational and environmental influences such as personal experience, organizational norms, industry norms, cultural norms, anticipated economic effects of a particular decision, organizational expectations, effect on stakeholders, individual ethical standards, organizational ethics, and professional ethics (Bone and Corey, 1992). wikipedia. 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. org/wiki/Imitation). Think about Cardi B. The Americans also imitated the strategies process and business planning of Japanese firms. Raising a . In terms of occupation, the largest group consisted of those working in clerical, sales and service industries (41.3 percent). Introduction. The results for the question that asked for direct ethical judgments were compared with the Bone and Corey (1992) results. When managers were asked what major ethical problems they had to confront with regards to marketing, product strategy was frequently cited by respondents as being a difficult ethical issue. They were also given ten statements pertaining to general opinions and attitudes (Vitell and Muncy, 1992). Branding isnt one-size-fits-all; the most effective strategies are highly personalized to the companies, groups and creators using them. This essay was written by a fellow student. 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. Among the most popular synthetic simulants are rhinestone, cubic zirconia (CZ) , moissanite, white sapphire, spinel , rutile, strontium titanate, YAG (yttrium aluminium garnet) and GGG (gadolinium gallium garnet). He won because he was swift and was light on his feet. number: 206095338, E-mail us: Activate your 30 day free trialto unlock unlimited reading. Not only manufactures unique designs but also they are cheap and high quality. Both genders were likely to believe legal action should be taken against large corporations who engage in an imitation strategy. So many imitators are there in the market that no one can recognize them. Product and corporate branding tends to happen in places where products and companies need to stand out, like in stores and ads, as well as on social media. RESULTS OF STUDY 1 ON PERCEIVED ETHICALNESS OF IMITATION STRATEGY AND SUPPORT OF LEGAL ACTION AGAINST IMITATOR. Roberta Hupman and Judith Lynne Zaichkowsky (1995) ,"Brand Imitation and the Consumer: an Ethical Perspective", in E - European Advances in Consumer Research Volume 2, eds. The law registered the trademark to the company so that the company should be distinguishing from other companies.
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