Some companies have a tendency of copying some famous brand by making their product, name, logo or packaging identical to the famous brand. Copying famous brands is counterproductive. The duplicates of film stars get a lot of beating, but get very less money. Lookalikes don’t command respect, neither in films nor in the market. By being a copy of something very successful, we unintentionally declare from the outset that we are inferior. We are “second” grade. This creates an inferior image in the customer’s mind which remains forever. The customer never respects the duplicate as much as she respects the original. Remember:
- By putting Mercedes logo on my ordinary car does not make it a Merc.
- By naming my son Sachin does not make him as talented as Sachin Tendulkar.
- By wearing a T-Shirt just like a film star or copying his hairstyle does not make me a star.
Similarly, by copying logo, name or packaging of a famous brand does not make my brand similar to that brand. Yes, it may give us some attention briefly, but finally that attention results into disrespect. Nobody respects copycats. Sachin Tendulkar became successful through a consistent performance throughout the years of his cricket career. It did not happen overnight. In the same way, a brand has to perform consistently to earn its respect and position in the market. We should not make a mistake that by copying a successful brand’s visible elements our brand will become as successful as the one we are copying. Our brand cannot become famous by riding on the popularity of some famous one. Our brand has to win its own respect and place in the customers’ minds and hearts. Copying does not take us there. There is no such shortcut.
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