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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) ©
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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?