LoginCopycat marketing: a game of clones
Various routes to redress exist when packaging misleads, advises barrister Michael Coley
Posted 21 January 2021 | JoTS Online
Content Tags: Analysis|Retail|National
ANALYSIS: Copycat marketing sits at the intersection of branding, consumer perception and the law. This feature examines how imitation products mislead consumers and the legal principles used to tackle them.
Copycat marketing is the practice by one trader (the copycat) of designing, marketing, or presenting its product in such a way as to closely resemble the product of another (the original). This often results in a consumer either buying the copycat product believing it to be the original (mistaken purchase), or understanding that the products are made by different traders, but believing that bec...
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