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I’m Chinese and I was raised with the typical Chinese businessman mentality—go abroad, look for money-making opportunities, copy them, bring them home, make money, copy others again, prevent others from copying, and bring more money in. It’s already common knowledge in the world that the Chinese are notorious for making cheap knock-offs from really good brands.
Check these out:
The Original BYD T8
Mercedes Benz CLK
Geely GE Concept
Rollys Royce Phantom
Chinese automakers BYD (Build Your Dreams, seriously) and Geely have been blatantly ripping-off designs from Mercedes-Benz and Rolls Royce, two of the most prestigious auto brands in the world.
It’s shameful.
It’s undignified.
But does it even matter?
Do you think any of the world’s millionaires will one day wake up and say, “Oh, I’d love to buy a Mercedes-Benz CLK…but the BYD T8 is a cheaper alternative, so let me buy that instead.” If you had the money, would you buy the T8?
There are several reasons why you or any prestigious man who can afford these cars will not opt for the copycat:
First, there are strong emotional associations that come with brands. When you’re driving a Mercedes-benz, you’re elegant and sophisticated. When you’re riding in a Rolls Royce with a driver upfront, you’re pretty much a money-making god. Copycats can never fulfill these emotional associations because there are all glued to their brands. (Same goes for ladies carrying fake Louis Vuittons.)
Secondly, brand tribes have been formed. There are millions Mercedes Benz fanatics and they are willing to give their lives for this brand against this act of prostitution. They will hate and despise you for supporting BYD. You don’t want to be branded as a heretic, or worse, a poser.
Lastly, these copycats have chosen to cater to a different market. Obviously, with the stark difference in pricing, they’re not aiming to get the likes of Bill Gates to purchase their cars. When you buy from BYD, you’ll obviously position yourself as low-end because there is an existing hierarchy that says that Mercedes Benz is high-end.
When you have a strong brand with a product of value, you’ll build strong and positive brand associations; plus, people’s perception of your product quality will be high. People will buy from you and even thank you for taking their money.
When it comes to that point when you’re irreplaceable and indestructible, then you’ve got a bullet-proof brand in your hands. It’s now time to relax and watch those pathetic copycats shame themselves even more.
- Published by Dwight in: Brand Strategy Humor
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8 Responses to “3 Reasons Why you should Never Fear you’re being Copied”
A timely topic, Dwight, and well-said. I was pointed here by my friend Lauren, of Creative Curio, and was surprised to see my name in your blogroll. Thanks for that!
Nice post. You see things like this happening everyday now in the blog world. Everyone wants to be on top and ends up copying the ones that are already there. That way, they think they can get there too. What they dont realise is that people (readers) are looking for fresh ideas, always.
Take care.
@David Well, I should thank you. And I’m glad you liked the post! Visit often when you have the time.
@Fernanda yeah, copying’s all around. But we have to do our part in stirring things up and making things more interesting. I’ll see you around!
Great insights here
Woooooot!
Another quotable quote from you: “When you have a strong brand with a product of value, you’ll build strong and positive brand associations; plus, people’s perception of your product quality will be high. People will buy from you and even thank you for taking their money.” – I strongly agree with this Dwight.
Just like when I bought my 1st Samsung LCD TV. I really thanked Samsung for taking my money, or else, I’ll never end up with the best.
Simple, people who copy have no taste, uncreative and pure lazy.
As a german designer working in NYC, I have been known to be annoyingly anal about keeping a brands “high-end spirit” in tact throughout even the smallest communications materials. More so as a consumer I am passionate and critical about quality products and always find myself researching longer and spending more money on the better thing. Anyway: I actually had the chance to work for Mercedes Benz USA – nothing big, but an opportunity to look closely at one of the most important brands of the world. Even though the driving experience is absolute highest end, I couldn’t get rid of a the feeling, that the design throughout the MB “classes” was somewhat inconsistent jumpy and often complicated. (round headlights vs. square, featureitis on simple elements such as rear view mirrors and steering wheels, etc.). To keep it short and I really hate to say this, but the copycat MB looks more finished and actually feels simpler and more reduced. Don’t get me wrong, I would still buy the original (As we all know, it’s not only the visual design that makes a product good …). Copying gives an easy and unbiased opportunity to improve things. Samsung also started as the Sony copy and has actually managed to overrule my very beloved gadget star from the 80’s. Samsung is a well established Brand today and not regarded as a copycat. Scary – but to give this copying phenomenon a positive spin: Being copied, forces a brand to reflect on itself and to take a critical look at what makes it unique. Doing so, a mature brand can get it right and I believe, unlike Sony, Mercedes is actually on the path of doing just that. Less “classes”, more visual consistency and less featureitis.
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