Reputation parasitism

Reputation parasitism, reputation leeching or credibility leeching is a legal term regarding marketing. It refers to when one advertiser uses another brand's good reputation to market his own product.[1] In many places it is illegal to do so. For instance in Sweden it is outlawed according to Marknadsföringslagen ("Swedish Marketing Act") (1995:450). Examples include having a product in a design that is very similar to an existing product[2] or using a similar name.[3]

References
  1. Affärsvärlden: Renommésnyltning och vilseledande påståenden i marknadsföring av spel
  2. MD 2005:13
  3. SMH: Versace puts stopper in local wine of same name


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