The Roles of Brands in Consumer Protection

Ntswaki Matlala (), Knowledge Shumba () and Tendai Chimucheka ()
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Ntswaki Matlala: University of Johannesburg
Knowledge Shumba: Tshwane University of Technology
Tendai Chimucheka: University of Fort Hare

Chapter Chapter 10 in Brands, Branding, and Consumerism, 2025, pp 377-406 from Springer

Abstract: Abstract Branding ensures product quality and transparency to complying with legal regulations and resolving complaints for consumers. Through brand recognition and reputation, consumers are better able to make informed choices, confident in the safety and reliability of their purchases. For marketers brands are crucial for distinguishing products and communicating a company’s values and commitments to consumers. Trademarks, copyrights, and patents safeguard these brand assurances, preventing counterfeit products and protecting intellectual property. The role of bands in consumer protection is multifaceted and it has undergone a significant shift over the years. With the rapid evolution of markets and their expansion, coupled with technological advancement, concerns about consumer protection has become a major issue. Even though consumer protection laws exist to address these concerns, there is a need to understand the role of brands in consumer protection. It is in this regard that the chapter examines the role of brands in consumer protection.

Keywords: Consumerism; Consumer protection; Brand recall; Brand protection; Brand reputation; Co-branding; Brand extension; Brand equity (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-80859-3_10

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DOI: 10.1007/978-3-031-80859-3_10

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