The BBG’s study revealed that 65% of consumers agreed that packaging that mimics another brand can be confusing, while 64% felt it suggested a connection with that brand that does not exist.
BBG director John Noble told Packaging News that attempting to take action against a copycat pack could cost more than £500,000.
“It’s a very ineffective line of action,” he added. “Not only is it very expensive, but ineffective as well because it is very difficult to prove consumer confusion in court.”
Brand Finance chief executive David Haigh said that brand owners invested considerable amounts “to differentiate themselves, build consumer goodwill and brand value”.
“Copying unfairly expropriates that goodwill and steals value. It is tantamount to theft,” said Haigh.
The BBG carried out a mixture of face-to-face interviews and online research as part of the study, which it said was the largest of its kind since 1998.
The BBG has called on the Office of Fair Trading and Trading Standards to investigate and take action in cases where copycat packaging occurs.
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