DuetsBlog Collaborations in Creativity & the Law

Tag Archives: Brand Extensions

Is Dr. Pepper Pulling (Hawaiian) Punches in Enforcement Efforts?

Posted in Branding, Dilution, Famous Marks, Food, Infringement, Trademarks

On a recent shopping trip, I couldn’t help but notice some interesting brand extensions inside and outside the stores. My encounter inside involved Burt’s Bees . The brand encompasses a wide variety of lip balms, lotions, cosmetics, and personal body care items. (pets, too). Yet I discovered a new addition to the lineup: Burt’s Bees… Continue Reading

A Pair of Cheesehead Trademarks to Grate?

Posted in Articles, Branding, Goodwill, Marketing, Non-Traditional Trademarks, Product Configurations, Sight, Television, Trademarks, USPTO

As a frustrated and bored Minnesota Vikings fan, Monday Night Football last evening caught my attention with the division battle between the Green Bay Packers and the Chicago Bears. In case you missed it, the Packers lost to the Bears, despite the Packers typical home field advantage at the legendary Lambeau Field. As much as the plentiful Packers… Continue Reading

Brand Extensions That Significantly Expand Trademark Strength, Scope, and Risk

Posted in Articles, Branding, Marketing, Trademarks

As we have written before, any brand extension requires the necessary due diligence to mitigate the risk of a serious trademark conflict. And, from a trademark perspective, both strength and scope of rights necessarily expand as the number of different goods and services sold under the brand grows. If recent marketing research on brand extensions is followed… Continue Reading

New “Tinman” Triathlon to be Sponsored by Ironman?

Posted in Branding, Goodwill, Marketing, Trademarks

–Dan Kelly, Attorney I enjoyed Brent’s “I’m with the Brand” post last week, in which he detailed being turned off by overzealous fandom of some popular, or perhaps trendy, brands.  I can identify (although I have no qualms about being, or admitting that I am, an “Apple Core”). This week, I read about a situation that illustrates the… Continue Reading

And, Here’s . . . Jimmy’s Johnnys

Posted in Advertising, Branding, Dilution, Famous Marks, Food, Marketing, Television, Trademarks, TTAB

One good thing leads to another, or perhaps, vice versa (then again, maybe not):      Odds are, you probably are familiar with the logo on the left, but maybe not the history behind the brand and company it represents. Apparently, a guy named Jimmy John Liataud founded Jimmy John’s Gourmet Sandwiches in Charleston, Illinois, in 1983, and since then, has grown… Continue Reading

Waking Up to Brand Extensions & Due Diligence

Posted in Branding, Food, Goodwill, Infringement, Marketing, Product Packaging, Trademarks

It appears that energy drink brands have found another way to expand or extend their reach while still getting their active ingredients into the bloodstreams of consumers. This past weekend I encountered the Amp brand, not only in the refrigerated cases of convenience stores, but also at the grocery store check-out register, side by side with other traditional chewing gum brands. Some other blogs have… Continue Reading

G Doesn’t Grasp Successful Marketing

Posted in AlphaWatch, Branding, Food, Guest Bloggers, Marketing, Product Packaging, Trademarks

In November, I wrote about how Gatorade’s 2009 re-branding as G has been a complete failure. G was an ill-conceived approach to slowing sales in 2007 and 2008. It damaged brand equity, confused consumers and didn’t reverse the trend of falling unit sales. In the final paragraph of my last blog, I noted that PepsiCo… Continue Reading