Heuristics: the latest tool in the fight against look-alikes
03 July 2012
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Emma Barraclough, London
Brand owners who want to understand how consumers’ shopping habits are affected by look-alike products have been given more research tools in a study published by the British Brands Group
Last week it unveiled a three-part report, written in conjunction with a law firm and business consultancy Mountainview Learning, that considers how shoppers make decisions and provides judges with a way of assessing confusion in IP disputes.
Look-alike brands, often referred to as parasitic copies, are the bane of the lives of many brand owners in the fast-moving consumer goods market. Their makers use packaging that resembles that used by market-leading products, arguably taking unfair advantage of the goodwill in the original.
Many IP owners have been reluctant to take action against the businesses that make look-alikes. That is because many are...
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