Most companies copy because it works. Branding is one way of marketing. The most successful company that has branded its product is Coke-A-Cola. Many know the brand just by the logo. Nike is another great company that everyone knows the logo. When you use an advertising company they basically use the same techniques for all their clients. Is it wrong? Not really. Another technique is holding a promotion or contest with a service or product. It gets people to think. Do you think reality tv was created for fun and entertainment? Wrong. It was created for companies to promote their products.
If you go to Adweek there are many ideas for advertising and marketing. You will be amazed.