Well actually quite a lot is the brief answer to that as many companies spend considerable amounts of money on making sure their product is decoratively presented with packaging and imagery that all gives a certain "value" and distinctiveness to their product. However, whilst many businesses consider their brand and its presentation in some detail, the protection of that brand and how it looks can be something of an after thought.
A growing problem for many designer labels is the use of so-called "look alikes". Whilst these look alikes are often not exact copies, what the cheaper versions often achieve is the ability to evoke the same style trends, names or packaging concepts as the expensively designed variety of goods. Some brands manage to turn over new concepts so quickly that the follow on trend in look alikes does little harm. Others however suffer, as getting a new product and design to market can cost the company a fortune, only to find that 6 months down the line, cheaper
