The Psychology Behind Trademark Infringement and Counterfeiting »

As those involved in commerce are aware, preventing competitors and others from imitating successful brands is a difficult and costly task.

This book serves to inform the reader concerning complexities of the issues of brand imitation, integrating the disciplines of psychology, business, and law to the area of trademark infringement and counterfeiting. Principles and theories from psychology and how they are relevant to consumers' perceptions in the marketplace are used to explain why competitors steal the intellectual property of another company or entity.

The possibility of brand imitation or counterfeiting should be contemplated in designing new products or brand packaging, just as it is in the printing of currency. It is the intent of The Psychology Behind Trademark Infringement and Counterfeiting to provide those involved in commerce with some understanding, some ideas, and perhaps some strategy for building differentiated brands that are easy to protect.

Brand managers, expert witnesses to trademark cases, intellectual property lawyers, and academics of consumer behavior and marketing will find this book useful to understanding consumer motives and processes of trademark infringement and counterfeiting. It could be used as a textbook in courses on marketing.

Preface     ix
About The Author     xv
Sorting Out the Issues     1
Understanding the Consumer     29
Psychological Principles Underlying Consumer Perceptions of Imitation Brands     48
Cases of Imitation in the Marketplace     77
Strategies to be Distinctive     114
Testing for Brand Imitation     142
The Special Case of Cyberspace     180
Trademark Infringement in China     214
Where to From Here?     249
Glossary     259
Appendix 1     265