Brand piracy

Brand piracy is the act of naming a product in a manner which can result in confusion with other better known brands. According to author Robert Tönnis The term brand piracy is unauthorized usage of protected brand names, labels, designs or description of trade. Annika Kristin states "brand Piracy is considered to be the premeditated use of registered trademark, its name, its tradename or the packaging and presentation of its products". It is a major loss to MNE's around the world as it causes a loss of revenue and image of the brand.

Tönnis describes the consequence of brand piracy as the consumption of fake, untested and poor quality goods by consumers. This can damage the reputation of brands and even result in damage to people's health. In 2012 the CBP promised to protect the economy, the people of the USA and their national security "against harm from counterfeit and pirated goods".

Examples

Examples for imitation and counterfeiting of branded products have been noted as early as 1912.