The Urban dictionary defines swagger jacking as "stealing somebody else's ways, copying their swagger".
Look at the picture below.
 |
| Swagger Jacking? |
Now I do not know whether the two entitites (United Biscuits and Dawda) are affiliated but either way I think that it is sad that Dawda have basically copied McVitie's brand identity. Is it really more beneficial for Dawda to market themselves as a McVitie's rip-off as opposed to create their own unique, tailor-made brand identity?
