Pablo Picasso had a thought-provoking quote in his time that people like to often quote today. He said that if you are a good artist you will copy the work of others, while if you are a great one you will simply steal it. It is especially popular with CEO’s of large corporations. This statement does not help however in the matter many big and small companies with original ideas have. They are really struggling with placing their idea out without it being imitated. Sometimes it may be on purpose or by accident as many claim in their defense today.
Companies are often facing piracy of their brand. This is practically a different company copying the product, name, label, idea or design of another one, which then results in confusion among the potential consumers. Plagiarism is nothing new to inventive creators, however recently we have been seeing a growth of ingenious impersonators out there. This has risen to a level where people find it normal and acceptable, even though we still see scandals on TV or social media when copycats are clashed with their original counterparts.
This activity results in consumers being exposed to phony products with a usually poor quality and lower price. This activity can also lead to bigger problems as product copies being hazardous to health. This is usually resulting from lower quality components needed to keep a lower price than the original product.
The outcome of brand copying for the original creators can be devastating, coming in different forms. There are brand image reputation damages associated with perceiving the original brands with the wrong interpretation of quality and what the company stands for. Financial revenue losses, trademark barriers can also arise in specific markets. Ultimately everything can also lead to financial losses and unfair competition that will contaminate the market.
Original brands face difficulties with knowing how to deal with plagiarism and legal acts. They also do not know where to turn if they do not have an established law department. Furthermore, the insecurity of a successful outcome of a lawful act is also a turn-down for companies. The boundary between similarity and theft can be very unclear in cases like this.
Time and effort spent into research and investigation into the issues should become a higher priority in both companies and governmental bodies for copyright protection. As with many problems, if they can detect potential impersonator on the rise, and they act accordingly to prevent their development. By doing so. they will prevent losses and many headaches down the line.