Why would you choose a copycat brand?
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REPORT
2 Jan 2015
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?

Patrick Fagan

Patrick sits at the intersection of behavioural science and data science. He is an expert in personalised persuasion – that is, how to target nudges specifically depending on audience and context; social proof, for example, might work for charities but not for luxury watches. Patrick also consults on comms psychology – how to grab attention, engage emotionally, and nudge behaviour. He is a part-time university lecturer and author of a marketing comms book, Hooked, and his work has appeared in international press. He has provided psychology consulting to household-name brands for over a decade.

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