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September 17, 2009

Abercrombie & Fitch Fiercely Protects its Fierce Naming and Branding From Beyoncé

Beyoncé just cannot stay out of the news.

Abercrombie & Fitch is getting ready to get fierce with Beyoncé over the "fierce" trademark.

She (possibly) wants to release a perfume that uses her alter ego, Sasha Fierce, via a multi-million dollar deal with Coty. And A&F has filed a lawsuit to prevent Coty from using "Fierce" on the fragrance.

The problem is A&F already has a Fierce fragrance and claims it is their brand's "signature scent" and is regularly sprayed in the stores. And they fiercely want to protect the product naming and branding.

A&F sees a likelihood of confusion between the "Sasha Fierce" and "Fierce" brand name. "Fierce," nowadays, means "cool" or "fabulous," not just "mean" and "dangerous." But Coty execs says that the name Sasha Fierce actually will not be used.

So what's up?

The problem is that Beyoncé has filed a letter of intent application with the US Patent and Trademark Office for the Sasha Fierce mark. This is therefore a preemptive lawsuit by A&F that seems to seek an agreement that the Sasha Fierce name will not be used by Coty. Some bloggers think she should choose "Ego" or "Irreplaceable."

Let's see how fierce this product naming trademark conflict can get.

Technorati Tags: Beyonce, Sasha Fierce, Abercrombie & FItch, A&F, Perfume, Fragrance, Trademark Conflict

Posted by William Lozito at September 17, 2009 10:00 AM
Posted to Brand Naming | Branding | Health and Beauty | Naming Rights | Product Naming | Trademarking

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» Consumers Weigh in on Fierce Fragrance Product Naming from Name Wire: The Product Naming Blog
A few weeks ago I commented on Beyoncé's trademark dispute with Abercrombie & Fitch over her possible use of Sasha Fierce, the name of her alter ego, for a woman's fragrance, because Abercrombie already uses Fierce as a product name for cologne. In the... [Read More]

Tracked on October 7, 2009 9:05 AM