Branderfeit – The New Economy of Brand Rip-offs

brand agency Melbourne

Cashing-in On Branding Leadership
As brands continue to go global, some businesses in emerging markets are quick to understand the equity that resides within the brand identity of global market leaders. As a result, ‘branderfeit’ stores are popping-up like mushrooms throughout the newer economies.

Legend has it that founder of Australian cafe chain ‘Villa & Hut’, Franz Madlener was traveling in China for the first time when his taxi pulled-up at the lights. Glancing out his side window, Madlener saw realized they’d stopped in front of a Villa & Hut store. The only problem was Villa & Hut had no stores in China at that point. What Madlener was looking at was an almost exact replica, a branderfeit version of one of his branded stores.

Here are some examples of these misplaced gestures of brand identity flattery – amusing unless the brand they’re leveraging happens to be yours.

brand strategy consultancy Melbourne

Dave Ansett, Brandamentalist
Designer of Original Brands

For monthly updates of our thinking, click here to receive our free Brand Newsletter


Post a comment

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,