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July 19, 2007

Jon Bon Jovi Wants Mijovi Brand Name Dead, Not Alive

mijovi.gif Jon Bon Jovi is not happy at all about a new energy drink called Mijovi, a name that the drink's creator claims was inspired not by the famous rocker but by his girlfriend, Jovita Saenz.

The company's marketing materials include other words such as "itsmijovi" and "itsmilife" which look like fairly clear references to Bon Jovi's song "It's My Life."

So far the US Trademark office is supporting Mijovi, and while there is a great deal of law out there that protects trademarks that are considered famous, the argument that Bon Jovi sells songs and Mijovi is a drink in the log run will probably not hold, er, water.

People building piggyback brand names from famous stars is a daily headache for product naming experts.

Companies that attempt to trade off of someone else's equity, either a famous person's or famous brand, are low-life parasites.

I am sure that if she decides to pursue it, for instance, Gwen Stefani's suit against retail chain Forever 21, which seems to be marketing and promoting products that are the same as her Harajuku Lovers fashion brand name, will be successful.

Forever 21 has even gone so far as to copy the Harajuku Lovers logo and brand name by changing the word "Harajuku" to "Forever" and the word "Lovers" to "Love."

hype.gif And Evel Knievel is jumping mad at Kanye West for ripping off his image and name in a video that features rapper "Evel Kanyevel" and a reenactment of Knievel's doomed attempt to jump the Snake River Canyon. Ouch.

In any event, energy drink naming is pretty crazy. Witness the advent of "Bloom," the new Del Monte Energy drink for women (one of the very few female orientated names out there, it seems, aside from Tab Energy and Go Girl Energy).

The newer Energy drink names look set to bring the meaning of the word "energy" closer to the word "hyper" (whoops, looks like there's already a drink called "Hype").

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Posted by William Lozito at July 19, 2007 9:21 AM
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"Companies that attempt to trade off of someone else's equity, either a famous person's or famous brand, are low-life parasites."

I agree it shows they are opportunistic speculators that have no original creative brain.

So I suggest that all people of fame raid the US Trademark office with everything they can think of that relates to their fame, we consumers feel that we too need to be protected.

I have to agree with you on this one. I don't think Bon Jovi has a leg to stand on with this cease and desist. I just don't see the connection between Bon Jovi and Mijovi.

By the way, I just found your blog while I was searching for more information about Mijovi for my own post, and I'm thrilled to have found it. I author two marketing blogs at and, and I'm certain I'll become a frequent visitor to your

Why shouldn't he be able to name his drink after his girlfriend. Her name is Jovita and Jovi for short. Jon Bon Jovi doesnt own the 4 letters that make up Jovi. It appears that JBJ wasnt even thought of here. I bought a can and it reads itsmienergy.itsmijovi.itsmilife so i dont see the connection. Besides the trademark dispute isnt about the song (which they are many songs titled (Its My Life) its about the name Mijovi. Which actually brings up another point the drink maker spelled it MI not My. JBJ get a life and let someone pursue the american dream like you did. and this is who John Kerry goes to visit for his presidential campaign. no wonder he lost.

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