Marketers fear a fresh surge of ‘me too’ branding

Marketers believe copycat branding by retailers and rival brand owners
is becoming a serious threat again, according to research.

A survey of 100 top marketers found that 60% agreed that “plagiarism by
competitors was much worse than it was five…

Marketers believe copycat branding by retailers and rival brand owners is becoming a serious threat again, according to research.

A survey of 100 top marketers found that 60% agreed that “plagiarism by competitors was much worse than it was five years ago”.

The research was commissioned by design agency JKR and conducted by market research agency Saville Rossiter-Base in October.

JKR chief executive Andy Knowles says: “Copycat branding never went away – but now it’s more insidious.”

He points to Tesco Temptations crisps, which he argues are similar to Walkers Sensations, but adds that manufacturers are also guilty of copying retailers’ brands.

Knowles believes the issue is symptomatic of a wider problem – the “commoditisation” of brands. The research supports this, with 56% saying this is the biggest threat to their business.

Knowles adds: “Commodities are bought on price. But only one product can ever be the cheapest, and eventually consumers wake up to the fact that manufacturers are cutting corners at the expense of quality, and go elsewhere.”

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here