Brand Imitation, Dupes, and Influencer Marketing in Branding

Dupe

A legally distinct product inspired by another brand but with its own branding and packaging.

Pure Dupe

A product similar in function or style but clearly different in branding and packaging.

Risky Dupe

A product that looks very similar to an original and borders on legal issues.

Infringing Dupe

A product that violates trade dress, trademarks, or design patents due to excessive similarity.

Counterfeit

An illegal copy that uses a brand's actual marks or logos with intent to deceive.

Scam Product

A misleading or low-quality product often promoted heavily online; may not arrive or may be unsafe.

Trade Dress

The overall appearance of a product or its packaging that identifies its source.

Trademark

A legally protected word, symbol, logo, or phrase that identifies a brand.

Design Patent

Legal protection for a product's ornamental shape or design.

Awareness Halo

When dupes unintentionally increase awareness or desirability of the original brand.

Dupe Influencers

Content creators who specialize in comparing and promoting dupes.

Brand Identifier

Any sensory or symbolic element that helps consumers recognize a brand.

Logo

A visual mark representing a brand.

Wordmark

A logo made entirely of stylized text.

Lettermark

A logo made of initials.

Combination Mark

A logo with both text and a symbol.

Abstract Mark

A symbolic, non-literal logo design.

Mascot

A character used to personify a brand.

Brand Character

The persona or mascot representing a brand's identity.

Brand Packaging

The design of packaging that communicates brand values.

Product Design

Design elements like shape, color, texture, flavor, scent, and sound.

Soundmark

A trademarked audio cue associated with a brand.

Brand Communication

The ways a brand interacts with consumers.

Outbound Communication

Brand-initiated messaging such as ads or PR.

Inbound Communication

Customer-initiated contact such as chat or customer service.

Brand Redesign

Updating brand identity elements like name, messaging, or visuals.

5Cs Framework

Company, Customer, Competitor, Collaborator, Context.

National Brand

A widely recognized brand produced and marketed by a manufacturer.

Private Label

A retailer-owned brand sold exclusively by that retailer.

Licensed Brand

A brand name used under agreement by another company.

Brand Dilution

When a brand's distinctiveness becomes weakened due to imitation or overextension.

Trade Dress Infringement

When a product's look is so similar to another that it confuses consumers.

Perceptual Map

A tool that visually compares brands based on attributes like quality or price.

Consumer Perception

How consumers interpret and evaluate brands.

E-commerce Personalization

Using data to tailor shopping experiences.

Influencer Marketing

Partnerships between brands and influencers to promote products.

Authenticity

The perceived genuineness of influencer content.

Connection (Authenticity)

How a content or product relates to real experiences.

Conformity (Authenticity)

How well content fits community expectations.

Consistency (Authenticity)

Stability of influencer behavior and values.

Macro Influencer

Influencer with 100K+ followers; great for awareness.

Micro Influencer

Influencer with 1K-100K followers; high engagement.

Nano Influencer

Influencer with <10K followers; highest trust.

Buyer Persona

A representation of an ideal customer.

Sponsored Content

Influencer-created content in exchange for payment or product.

Haul Video

A video showcasing many purchased or PR products.

Unboxing

A first-impressions video of opening a product.

User-Generated Content (UGC)

Content created by consumers that brands may use.

FTC Disclosure

Requirement to reveal sponsored content clearly (e.g., #ad).

Material Connection

Any exchange of value between influencer and brand.

Morality Clause

Contract clause allowing brands to end partnerships due to harmful behavior.

Fake Followers

Bots or purchased followers that inflate audience numbers.

Earned Media Value (EMV)

Estimated monetary value generated through organic engagement.

Social Media Crisis

Large-scale negative reaction toward a brand online.

Collaborative Brand Attack (CBA)

Mass online backlash designed to harm or pressure a brand.

Online Firestorm

Rapid viral outrage against a brand.

Streisand Effect

Attempt to hide information that ends up increasing attention to it.

Robin Hood Effect

Consumers side with the weaker party when brands appear too powerful.

Trigger

An event that sparks the initial outrage.

Amplifier

A factor that escalates outrage into a full crisis.

Content Bumping

Posting new content to shift attention away from a crisis.

Counter-Stating

Providing factual corrections to misinformation.

Crisis Prevention Plan

A brand's system for monitoring and mitigating social media crises.

Sentiment Analysis

Measuring public opinion toward a brand.

Traditional Crisis

A controlled, slower-moving crisis typically handled via PR.

Multichannel

Separate, non-integrated customer touchpoints.

Omnichannel

Fully integrated channels that create a seamless customer experience.

CRM (Customer Relationship Management)

Systems for managing customer data and interactions.

Hyperpersonalization

Highly detailed personalization using data insights.

Predictive Analytics

Using historical data to forecast future behavior.

Churn Prediction

Estimating when customers may stop buying or unsubscribe.

Homophily

People tend to act similarly to those in their social network.

Performance Marketing

Marketing strategies tied directly to measurable outcomes.

Benchmarking

Comparing performance against competitors.

Brand Activism

When brands publicly take stances on social or political issues.

Progressive Activism

Supporting social change and equality.

Regressive Activism

Supporting outdated or harmful beliefs or norms.

Neutral Activism

Avoiding controversial issues to appeal broadly.

Boycott

Consumers withholding purchases to push change.

Buycott

Consumers increasing purchases to show support.

Economic Leverage

The financial power customers hold over brands.

Values Alignment

How well a brand's actions match consumer values.

Company Sensitivity

A brand's vulnerability to public opinion.

Visibility

How widely a movement or boycott is seen and shared.