Counterfeiting and imitation are major issues for luxury products and brands. This research proposes a conceptualization of brand based on a semiotic approach and a typology of counterfeit and imitation comprising two dimensions: logotype and product appearance. A survey testing stimuli developed according to the typology explores consumer reactions to different modalities of counterfeiting and imitation onfive brands. A dominantcategorization schema based on brand name emerged, although some product categories deviate from this pattern. The discussion draws implications for brand research, suggesting that typicality may explain the dichotomy in the categorization schema and acceptability of stimuli, as well as managerial implications