brand mimicry is not flattery

In business, imitation or mimicry can be something more sinister than the highest form of flattery.

At a quick glance, you’d be forgiven for thinking the above two chocolate bars are from the same manufacturer.

This may be what the newcomer (on the right) is hoping for.

By designing their packaging to mimic the incumbent (on the left), they are probably hoping to leverage the recognition and connotations of quality the incumbent had built up over the years.

It is certainly way easier than building up their own authentic brand. But is it right? What do you think?