Supermarket Copycat Branding May Have Duped Holiday Shoppers

Are Supermarkets using copycat branding techniques, to make their own products resemble popular, branded goods? Officials are concerned that shoppers may have been duped into buying products they didn't want this Holiday Season, because of confusing product branding. Many experts have voiced concern, that the copycat practice is intentional, and meant to persuade consumers.

"There are a range of ways that we could change the trademark legislation to not just trademark the name, but [also] trademark the look," said one Food and Grocery Council executive.

An associate professor from the University of Western Australia, says that supermarkets are "pushing the limits" of what is considered legally acceptable, under trademark law. Although there are a variety of laws, that are designed to prevent companies from copying the brand building efforts of other businesses' products, trademark laws are not doing enough to protect manufacturers; or consumers.

Establish and Build Trust With Branded Content

After reporting a drop in spending in 2010, a recent study suggests that corporate spending on generating and distributing custom branded content, has reached its highest level ever; on average. In fact, according to a recent study, U.S. firms have spent an average of $1.91 million this year; on branded content. Of that, the report attributes approximately $450,000, or nearly 25% of spending, to digital PR services and other forms of electronic branded content.

Businesses' primary motivation for creating and broadcasting branded content, among almost half of companies (49%), was to educate new and existing customers. The motivations for brand building that followed education, included customer retention and upselling of products or services; which werevery closely tied for second place.

Furthermore, the study also determined that generating meaningful branded campaign content, also contributed to establishing and building a trustworthy online reputation; and consistency in a businesses' brand. When a business' sales team’s message works in cooperation with branded content, and the message is effectively broadcast in social media and across the Internet, businesses can quickly become a reliable, trusted source of information.

Twitter Brand Pages and Their Brand Building Opportunities

From the new brand pages to embeddable tweets, the recent changes to Twitter are substantial and will improve the way businesses and brands use; the popular social networking website.

Approved for ONLY 21 brands (with The Rock eyebrow), the new brand pages have a lot of improvements over the standard Twitter profiles and verified accounts. Branded pages will have the benefits of their @ replies and mentions displayed separately, for much easier review. In fact, tweets that mention the brand's name will be separate from tweets directed at the brand. As well, digital PR firms will be able to track the impact of their tweets across their audience, by observing the actions other users take; in relation to the brand's related tweets. This feature is reminiscent of Google's Ripples, and can be useful in identifying Twitter users, who are the most influential; in the brand's niche.

Furthermore, Twitter has added customizable header images, which will allow for more visible real estate. Brands should take this valuable opportunity to insert their brand logo, a promotion, or remarkable special. Let's face it, the space increase means more opportunities, to build your brand or business. In addition, brand managers can choose to feature a particular tweet above the brand's timeline, which auto-expands to reveal video or embedded photos; from within the tweet. This should encourage businesses to showcase the brand’s breaking news, special product, featured content, and much more.

In our opinion, the Twitter redesign will allow brands to more effectively promote their brand building message, while at the same time monitoring valuable online reputation management information; and communicating with the consumer audience.

Sony Shifts Focus to Smartphones and Rebranding in 2012

Now that Sony is no longer engaged in a joint venture with Ericsson, it will drop the Ericsson brand name next year. This means that all phones produced post mid 2012, will carry only the Sony brand.

Sony says it is looking forward to having greater resources at its disposal, and is ready to take a sizable piece of the consumer market, away from it's competition. Next year, consumers can expect to see the company utilize more digital PR services, to increase and improve it's marketplace exposure, as the company goes through a rebranding. In doing so, Sony will look to improve on their existing marketing and advertising strategies.

In 2012, consumers can expect that Sony brand managers will step up their brand management campaign efforts, re-focus, and invest more in brand building strategies; that target specific markets. For example, Sony has plans to exit the feature phone market, and concentrate on building bigger and better smartphones. In a strong move toward this, Sony has partnered with Google, and will continue to make Android smartphones; in the future.