Brand Confusion picturesAdvanced Photoshop Pictures Contest - 29 image entries
Contest Directions: 
With so many imitating brands coming from the East, it's easy to have brand confusion. In a recent case a company imitating Polo Ralph Lauren brand sold thousands of handbags to customers who thought they were buying the original Polo bags. At a close inspection handbags read "Polo Marco Hiuui", even though the words Marco Hiuui are printed in small font, while "Polo" and a look-alike logo are printed in large size.
Let's take brand confusion to a new level and swap any two brands. Take any product with famous brand (or just logo) and substitute a name from another brand. For example, take the famous Nike logo and in Nike font letters write "Puma". Take a Snickers candy bar and substitute "Snickers" for "Nescafe" written with Snickers distinctive letters. These are just some ideas.
[ browse best gallery pictures ] Tags: brand confusion
Jackpot: 1st place: $5, 2nd place: $3 , 3rd place: $2
Started: 5/18/2008 6:00:00 PM, Ended: 5/21/2008 6:00:00 AM
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| This contest is fueled by the following news: |
| | Brand (also trade mark) – it is a term in the marketing, symbolic presentation of complex of information, related to a particular product or service. Generally it includes the name, logo and other visual elements (characters, colored figures and symbols).
Previously the term “brand” (“brand-name”) meant not any trade mark, but only widely popular one. Nowadays it is used as a synonym for the term “trade mark”.
Other synonyms: mark, trade mark.
It is important to distinguish the legal and psychological approach to understand the brand. From the legal point of view, only trade mark is taken into consideration, designating the manufacturer of the product and its rights are protected. From the point of view of consumer psychology the discussion is about the brand as the information, retained in the memory of consumers.
The purpose of the promotion is to create the monopoly in the given market segment. For example, many firms sell the aerated water, but only Coca-Cola can sell the coca-cola. In this way the working of antimonopoly regulators is dealt indirectly.
The people have lot of expectations, associated with the product or service, from the globally popular trade mark. BusinessWeek regularly publishes the worth of 100 top brands, which are determined together with the company Interbrand.
The top three brands (from 2002 to 2007, each worth more than 50 billion dollars) are - Coca-Cola, Google and Microsoft.
Starting from the year 2005 the company Interbrand publishes the list of top Russian brands. The top three in the year 2006 (worth more than 1 billion dollars) were Beeline, MTC and Baltika. Interestingly, that the brands like “Gazprom” or “Sberbank” were rated below the brand like “Baltika” bear. Obviously, these brands don’t induce unique and positive associations in the consumers.
Brands are the object of purchase and sale.
There are two types notions “brand valuation” and “brand evaluation”, which mean the same in the Russian language – “rating of brand”, but have principle differences.
Brand valuation – value of brand.
Brand evaluation – worth of brand.
Similarly, many other notions, like brand capital, power of brand etc are used. It is important to differentiate the psychological worth or power of brand (this is “capital in the brains”) and financial worth of brand – this is the rating for discounted future monetary flows, being generated by the brand for the firm. |
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