Brand imitation in the modern simulacrum market versus marketing ethics
Problems of imitation of brands in the specific conditions of the postmodern economy, when material objects are actually replaced by their simulacra. Ramification of the terms "brand leader", "brand imitator" in the English-speaking Internet environment.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | статья |
| Язык | английский |
| Дата добавления | 27.06.2021 |
| Размер файла | 1,6 M |
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Figure 9. The case of illegal using the Baltica beer logo on the packs of cigarettes produced by a company imitator
Then, Baltica Brewery sued and won the case in every hearing because Baltica had been registered as a trademark and as four name/design combinations. The court ruling made Metatabac at its own expense to publish announcements about the termination of the said illegal cigarette production under the brand imitator, and the entire batch of cigarettes was destroyed by the court verdict (quoted after: [Zagorsky, Starov, Kiryukov, 2015]).
CONCLUSION
The key finding of the research presented herein is that in a postmodern economy the consumer's decision to buy is governed not so much by the actual product properties as by the brand images (simulacra) used to market them. For this reason, they can say that a market of tangible products has been factually transformed into a simulacra market. This phenomenon, despite violating the extensively declared marketing ethics rules, results in the proliferation of imitations of valuable brand leaders that confuses the consumers. The study categorizes brand imitation methods into semantic-semiotic and sensual types that make it difficult to prove the very fact of imitation and in that differ from obvious counterfeiting. Imitation of brand leaders brings a perceived (often doubtful) additional value to the brand imitators.
This unethical trick gives to imitating companies a chance to reduce their costs and risks in comparison with their own hypothetical branding. It is revealed that imitation of brand leaders is used in the market by imitating companies of any size. However, for large companies, such an imitation could be considered as a part of their competitive toolkits. There are both proactive and reactive brand protection strategies permitting to protect the trademark as a whole or its individual elements. Despite the IP protection legislation in force in every country and applicable to brand protection, proactive strategies based on creating brands with unparalleled features (difficult or too expensive to imitate) are preferable.
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