Brand imitation and its effects on innovation, competition, and brand equity

Effects of brand imitation on innovation, competition and brand equity are discussed. In general, there may be a benefit to society or to marketing when imitations are uniquely identified, are knowingly purchased by consumers, and are of better quality or value to the consumer. Under the circumstances, original manufacturers may be motivated to further improve their market offerings. The most serious problems arise when consumers are misguided or misled about the origin of the good, regardless of the quality. In all cases, no matter the value or quality, the language of brands is in danger of being destroyed.