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Vlugge Japie vs Snelle Jelle – coattail riding on famous trademarks

Vlugge Japie vs Snelle Jelle - coattail riding on famous trademarks

A number of large supermarkets seems to almost enjoy offering products that are very similar to well-known brands. Until recently, the emphasis was mostly on the packaging. Nowadays they are not reluctant to tie in with the actual brand name either. The idea is simple. Consumers are familiar with the quality of a well-known brand. By choosing a trademark that is very similar to this brand consumers may be coaxed into buying the private label more easily. The question remains, however, whether this is always allowed?

Actually, it is usually not. Well-known trademarks have a wider scope of protection. A trademark holder may effectively prevent coat tail riding on the basis of its trade mark rights. However, in reality this does not always happen. Supermarket chain LIDL sells licorice under its own trademark BROMMER DROP (which means moped licorice). A name (and packaging), which – probably not coincidentally – is very similar to the well-known AUTO DROP (car licorice). Since this action was rather successful they now introduced VLUGGE JAPIE (Quick Japie), which is conceptually very similar to its competitor. It remains to be seen whether the proprietors of the well-known trademarks will take any action against LIDL. For now it seems LIDL gets away with it.

About Abcor

Abcor specializes in applying for trademark and design rights. We do this worldwide for both SMEs and international companies, but often everything starts with an initial Benelux application. Our aim is to relieve the client of all the worries, which is why we take care of all the steps, from initial advice on what to apply for and how, right through to registration.

In addition to applying for trademarks, we also manage portfolios for our clients. We ensure that trademarks are renewed on time, that the right organizations are paid (given the many fraudulent companies), and we support our clients on issues.

In addition, we are sparring partners for our customers on new products and how to shape and claim new ideas.

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Newsletter: Abcor ABC Magazine

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Among others in this issue:
• EUIPO vs Mora TV: weigering geluidsmerk
• Jägermeister vs Alte Heiler: stop Russische copycat
• Stichting Nederlandse Top 40: gericht op Benelux?
• Tijdschrift HART vs Hermitage: soortgelijkheid
• Monique Granneman: nieuwe partner Abcor

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