People assess real-time events by relying on knowledge and experience accumulated in a conceptually referenced framework.The difference in assessment will prompt an incongruity for reconciliation.The authors propose an integrated conceptual framework with evidence reasoned pathways for consumers to assess product to become brand.Product information is transcended through(1)perceptual similarity cataloguing,(2)specific-aimed brand fit,and(3)general-context brand consistency to become relevant brand in the mind of consumers by enculturation conformance,subject to contextual limitation and modification.We conducted a contrarian study by having consumers assess a primed mimic brand in comparison with its authentic one using the proposed conceptual approaches.The empirical results validate the framework and reveal the assessment of mimic brand from its authentic origin primarily goes beyond the product functionality relative to utility benefits,and largely determined by value congruence process on enculturation conformance in context.