Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: Brand-name products have a particular attraction for consumers, being associated with quality and being instantly recognisable. It is therefore tempting for manufacturers of competing products to attempt to divert some of the power of the brand-name towards their own product, causing consumers to become confused about the different between the brand-name product and the own-label product. In many cases, very similar packaging is used, causing consumers to believe that the products come from the same manufacturer.

Keywords: Brand Equity; Perceptual Confusion; National Brands; 'Copycat' Own-label Products; Copycat' Own-label Products (search for similar items in EconPapers)
Date: 1996-05
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Published in marketing and research today, 1996, 23 (2), pp.96-103

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00784108

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