Brand power and protection, Rolex et al.

Brands allow proud creators of products to uniquely label, protected by government, their creations for the benefit of the consumer-retailer relationship so that the reputation of excellence cannot be hijacked by an inferior manufacturer.

The high value watch industy is very vocal about the damage counterfeiters cause them. They call upon governments to confiscate, destroy, and prosecute. Counterfeit Rolex watches are one the most famous examples.

There are often complaints of society becoming materialistic, excessive, and wasteful especially with respect to powerful brand named products. It is easy to dismiss these claims by remembering we are all completely free to do as we please with our money. Or are we?

It seems to be that the government do not agree with the traditional use of brands and are actually backing the materialistic and excessive use of brand power and protection.

But Rolex make the best and most expensive watches and have the right to protect their brand, don't they? What about Omega watches featured in Holywood movies?

Casio make the greatest time pieces of all time. This should not be as controversial as it may sound you. Casio make some watches in its Waveceptor brand that are affordable (under £100), always 100% accurate (daily radio time signal updates), waterproof, solar powered, and durable. They also have a calendar, stopwatch, traditional hands and digital displays. This dwarfs the status symbol Rolex watches.

If you claim that Rolex watches are often made of precious materials and it is the workmanship that is the appeal then why are counterfeits even a problem if they have none of this?

Casio do not need brand protection because of the functional excellence of what they produce.

Shouldn't governments do what they always claim they do and reward innovation and not status symbols? Or at the very least not unjustly prop up the ultra-materialistic industries that can't possibly be a priority.

The governments actions can only cause a shift from innovation to brand building in many product areas which is counterproductive but does benefit those that can work the system. No doubt it takes talent to build one of these premium materialistic brands but many things take talent and few justify aid and reward.