This article draws on fieldwork form Delhi’s garment and electronics bazaars to articulate an alternative perspective on the role of brands in the global bazaar economy. Knockoffs and counterfeit brands have mostly been viewed as problematic manifestations of counterfeiting and piracy, or framed in terms of authenticity or marginal practices of imitation. In this article, we suggest that bazaar brands also function as central to a growing popular innovation system able to provide material goods as well as immaterial experiences to the world’s poorer consumers in ways that stay in close contacts with the mediated fluctuations of popular affects. Bazaar brands develop a unique relationship with consumers based on an ability to seize the moment rather than the creation of enduring loyalties. We suggest that bazaar brands can be understood as central to an emerging postcapitalist consumer economy that has been substantially empowered by the spread of digital technologies.

本文借鉴了德里的服装和电子市场的实地考察，以阐明品牌在全球市场经济中的作用的另一种观点。仿冒品和假冒品牌通常被视为伪造和盗版的有问题的表现，或者从真实性或边缘模仿的角度来描述。在本文中，我们建议，集市品牌还应在不断增长的流行创新系统中发挥核心作用，该创新系统能够与世界上较贫困的消费者保持密切联系，并与流行情感的中介波动保持密切联系，从而提供物质商品和非物质体验。集市品牌基于抓住时机的能力而不是建立持久的忠诚度，与消费者建立了独特的关系。