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Over one-third of marketeers consider lookalikes to be an increasing threat to their business. They also feel generally that the law is inadequate and should be changed.
These findings emerge from a survey of 102 marketing directors, brand managers and trade-mark managers in the country's leading companies. It was conducted by national solicitors Eversheds, who wanted to know the level of understanding and concern about lookalikes.
Of respondents, 36 per cent felt that lookalikes were a threat to their business and three-quarters called for stronger legislation to protect their products; 37 per cent had experienced a lookalike product of one of their brands. …