Brand parody products: is the harm worth the howl?

Abstract

Purpose

This paper aims to assert that rather than challenging brand parodies, brand owners should consider allowing them in order to expand brand equity to convey a brand personality that includes a sense of humor.

Design/methodology/approach

The article analyzes recent brand product parody lawsuits.

Findings

Recent court decisions are more likely to allow product parodies than earlier court decisions.

Practical implications

Rather than expensive litigation that may lead to unfavorable public opinion, brand owners should consider licensing parody products to exercise some control over product quality and parody themes.

Originality/value

The article proposes tactical change for brand owners to further build brand equity.

Citation

Petty, R.D. (2009), "Brand parody products: is the harm worth the howl?", Journal of Consumer Marketing, Vol. 26 No. 2, pp. 64-65. https://doi.org/10.1108/07363760910955351