If Parallel Branding Attempts to Benefit from the Brand Equity

question 82

Essay

If parallel branding attempts to benefit from the brand equity of a national brand by imitating its packaging and product qualities, then why is it not illegal?

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Definitions:

Cognitive Dissonance

The mental discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time, leading to psychological tension and behavior change.

Elaboration Likelihood

A theory in social psychology that suggests there are two routes to attitude change: the central route, which involves careful thought, and the peripheral route, which relies on superficial cues.

Self-Perception Theory

A psychological theory suggesting that people develop their attitudes and opinions by observing their own behavior and concluding what attitudes must have caused them.

Group Size

Refers to the number of individuals within a group, affecting dynamics and interactions within.