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  • Why would you chose a copycat brand over the real thing?
  • Why would you chose a copycat brand over the real thing?
    Bcud 14, Creative Commons (2013) ©

Why would you choose a copycat brand?

Choco Rice instead of Coco-Pops, Snack Noodle instead of Pot Noodle, or Sainte Etienne instead of Stella Artois. Own-label brands dominate the supermarket, accounting for over half of British grocery sales. But copycat branding can be detrimental to the market and the consumer. So, why and how do copycat brands work?

Location United Kingdom

Like brands only cheaper’ proclaims ALDI’s successful and hilarious advertising campaign. Highlighting the quality of its own-brand produce in comparison to recognised brands, the ads call out Captain Birdseye with cheaper, imitation fish fingers and Special K with a red-lycra-clad man brandishing ‘Benefit’ cereal.

But own brands dominate supermarkets in general, accounting for 54% of British grocery sales. [1] And key to own-brand success is the imitation of the design of established, rival brands in what’s known as copycat branding.

Despite being detrimental to brands and consumers, legislation is yet to catch up ...



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