Why Marlboro Country ends at the border

Marketers spend plenty of time defending their brands against copycats, but it is not often that a product copycats itself.

... Creating confusion with a more well-known product can be highly valuable for a competitor, said Chun Qiu, a marketing professor at McGill University, who focuses on the subject. At most, a consumer will be misled into buying the copycat product once, but that's all a generic brand needs.

Read full article: The Globe and Mail, August 2, 2012