In the world of brands, mimicry has long been with us, manifesting itself everything from those almost-but-not-quite perfumes you find on market stalls, to the belts and bags sold by persuasive young guys in far-off places.
And then there are the supermarket's own brands. Aldi seem to be good at this, with their Kinder lookalike very cleverly imitating the colour-coding of the real McCoy.
Finally, there are those brands that are number 3 or 4 in the market who seem to think mimicking the market leader, perhaps at a slightly lower price, will ensure success. One example of such could be Alpia and Milka.
But that which makes a brand - its emotional added value - cannot be copied. You may be able to copy price. But you cannot copy value.