Stealing brand equity: measuring perceptual confusion between national brands and 'copycat' own-label products

Article 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.

Generic products

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Reports on the death of brands have been greatly exaggerated

Article Abstract:

The marketing industry became very alarmed when reports of the collapse of leading brands started to emerge in mid-1994. It was felt that the very concept of branding could be becoming outdated, with the fundamental laws of marketing moving in new directions. Reports of the death of brands were in fact exaggerated, but have served to remind marketers that branding cannot serve as an excuse to charge above-average prices for products which are largely the same as those which are unbranded.

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Brazilian teenagers go global - sharing values and brands

Article Abstract:

A study of the first generation of young global consumers in Brazil and the way they share the same basic set of values and are attracted by the same international brands as their peers in other countries is presented. It incorporates a portrait of home and family life, daily routines, knowledge of politics and the use of money. Previous studies have covered similar aspects of the market segment over the past 10 years and this study follows they way trends have developed.

Civic and social associations, Other Social Advocacy Organizations, Consumer Groups, Brazil, Children as consumers, Child consumers

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