Markenübertreibungen

Markenübertreibungen, also known as brand exaggerations, refer to the practice of overstating the benefits, qualities, or features of a product or service in advertising and marketing. This can range from subtle embellishments to outright false claims. The goal of such strategies is typically to capture consumer attention, create a stronger perceived value, and ultimately drive sales.

While some level of exaggeration is often accepted as part of persuasive marketing, there is a fine line between puffery and deception. Puffery is generally considered acceptable, referring to vague, subjective claims that no reasonable consumer would take literally, such as "the best coffee in town." However, when claims become specific and verifiable, and are subsequently misrepresented, it can cross into misleading advertising.

Consumer protection laws in many countries aim to regulate brand exaggerations to prevent consumers from being misled. Regulatory bodies may investigate and take action against companies engaging in deceptive practices, potentially leading to fines, mandatory corrective advertising, or product recalls. Ethical marketing principles also encourage transparency and honesty, suggesting that long-term brand success is built on trust rather than exaggerated claims. Consumers are increasingly aware of marketing tactics and can be critical of overly boastful advertising, which can sometimes backfire and damage a brand's reputation.