Define: Counterfeiting
Counterfeiting
Creating products and/or packaging that appears to be the same as those of an established brand to deceive the purchaser. This practice is illegal in many countries, including the USA and UK.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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