Naming: March 2011 Archives

Google's New Naming and Branding +1 Nightmare

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plus-1-image.pngToday we are going to look at a naming and branding nightmare.

I'm talking about the new Google "+1" feature that is Google's attempt to take headspace away from Facebook.

Instead of pressing the ubiquitous Facebook "Like" button next to a search result or article, you can now press a "+1" button and thus "+1" it. Google users can now be, according to Inside Facebook, "generous with their +1's" (that would be numerous pressings of the +1 button).

I'm not sure this feature will catch on.

Note that when you go to the Google Blog article that explains the feature, they say things like this: "The beauty of +1's is their relevance." And then they show you how to "get started +1'ing the stuff you like."

See the problem? This is an apostrophe nightmare right from day one.

I mean, "+1'ing?" Who would have guessed? And how do you make a plural with an apostrophe?

Google+1.pngIt gets stranger. Now, you can specifically search things that have been "+1'd." As in things things that "have been +1'd by those in your network." This means, that "+1'd" is the past tense form of "+1."

Do you see now why we do not make numbers into verbs? Using an apostrophe to create a past tense is a no-no. It should be +1d. But, of course, that looks wrong.

And are we really going to have people saying to each other that they "plus oned" something? Really? This definitely does not make it through the spell checker!

Never mind that people doubt whether we really need this thing.

Facebook does not seem very worried, that's for sure: "With no add-on for publishers available yet, it's clear that Google has a long way to go before they put a serious dent in the massive lead that Facebook already has when it comes to measuring consumers' interest in content around the web."

Yeah, well, when they do, I'm not +1'ing anything.

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TheBreastMilkBabyLogo.pngThere are some days when one looks at the Internet and literally checks to make sure it is not April Fools' Day. Today is not April Fools' Day, so therefore the reports that a new toy called The Breast Milk Baby, which you can get for your daughter for $99, is actually a real product with a real brand name.

This doll is made by Spain's Berjuan Toys, and has been sold in that country since 2009 using the name Bebe Gloton, which translates to baby glutton. It allows children to pretend to breastfeed the doll by using a special halter top made from colorful material with two flowers positioned where the nipples would be. Critics say it is forcing girls to grow up too quickly, while supporters say it is "teaching" girls about parenthood.

Some bloggers say this is a means of teaching girls to love their (future) bodies, and point to the flagrant sexuality of Barbie and the Bratz dolls as the much more disturbing alternatives.

TheBreastMilkBaby.pngAnother wrote a passionate defense for the breastfeeding dolls on the Nursing Freedom Blog, arguing that breastfeeding has always been shamed in our culture, and the outcry against this toy is further evidence of the nefarious work of the haters. She suggests the toy may help in "normalizing and enculturating our youth towards breastfeeding."

I'm not saying, as some bloggers do, that this toy is "more evil than Chucky the Doll from Child's Play." I do argue that if you are going to give little girls a chance to romanticize breastfeeding, they should also learn how to feed the baby at 3 AM and to clean its diaper and to use their allowance to pay for daycare.

The company's claim that "The Breast Milk Baby will revolutionize our nation's attitudes to good infant health, while letting little girls share in the wonder and magic of motherhood. Shouldn't they be ready for a healthy future?" is over-the-top, according too one blogger at Momformation.

She counters in saying that, "instead of pushing make-believe breastfeeding, we should be making it easier for real moms to do the real thing. No more tossing nursing moms out of stores and off of planes (it was on the runway, but still), no more asking them to cover up, no more banning breastfeeding photos (I'm talking to you, Facebook, no more shuddering at the sight of a woman feeding her child in public."

This gets the weird product name and branding award for the year. I mean, what's next? Lamaz for Kidz?

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LG_Tablet.pngAh yes, another day, another tablet naming round up by yours truly.

It seems that LG is working on a Google Android tablet that will be called the Nexus T. Amusingly, the operating system will be called "Ice Cream." This is due to the fact that the Android folks like to name their operating systems after desserts. This would be, obviously, Android 3.0, and would breathe new life to the Nexus naming.

I always wonder why they don't simply call this the Google Tablet, and cash in on the massive equity behind the Google brand name. They really do seem to have an almost blind faith in that Android platform, believing that it has the same kind of equity as the Apple naming.

This tablet, however, works off the same brand platform as the Nexus phones, and the new operating system, code-named Honeycomb, is made specifically for it. This means that LG will be making a competing pad as well via the LG Optimis Pad.

But the news does not end there. Lenovo has just launched a tablet with the brand name "LePad" in China and it also will be powered by Google's Android software. It is almost sure to come to the United States, but the market in China is quite large

I am just unsure about the name "LePad." I have terrible memories of "Le Car," one of the biggest branding disasters of all time, and one that seems to be set to return (at least in Europe).

I can understand that Lenovo has worked its own naming into this particular name, but one is left with a name that looks incredibly Francophile. I cannot help but think that the name will come across as incredibly effete.

I do think that the point here is that Google wins either way. If this new operating system is as good as it looks, it seems that Google - in the words of one great French ruler - will have its cake (and ice cream), and eat it too.

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raketa_watch2.pngBaselworld, the world's largest watch and
jewelry fair, opened in Basel, Switzerland and will be the center of bling until March 31.

This is where every watch lover goes to ogle the new Rolex or Jaeger-LeCoultre masterpiece.

I was interested to see an old brand come back from obscurity - the Russian watch brand by the Petrodvorets Watch Factory, "Raketa" is back in business and selling watches to the world.

Yes, the Russians make watches, and this brand is their best known.

Raketa.pngThe name was coined in 1962 when cosmonaut (an astronaut employed by the Russian Federal Space Agency) Yuri Gagarin became the first man in space; it means "Rocket."

Gagarin would own one of these watches as did many other Russian cosmonauts. At its peak during the 1970s, the company was making 5 million watches a year, for "soldiers, firemen, and polar explorers."

The Petrodvorets factory in St. Petersburg is legendary. It was founded in 1721 by Tsar Peter the Great to make jewelry and ornaments. It survived Napoleon, the rise of communism, and the ravages of WW II when it was converted into a rocket factory.

One hundred and twenty workers died defending it from the Germans during the siege of the city. At one point it had its own orchestra and hospital. After the war, the brand was named Pobeda, which is Russian for "victory."

The Raketa brand fell on hard times during the 1990s but a consortium of investors have relaunched it and are offering the world watches based on the classic designs in the company's archives.

Raketa's presence at Baselworld is a breakthrough. While it was once a giant watch producer, employing over 6,000 workers, the smaller sized company of 80 watchmakers is now responsible for bringing back one of the few great Russian brand names.

Welcome back, comrade.

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Red Sox Owners Change Corporate Name

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BostonRedSox.pngThe company that owns the Red Sox has changed its name from New England Sports Ventures to the (much better) name of its marketing arm: Fenway Sports Group.

Ironically, this name is meant to better reflect the company's extensions
into NASCAR and British football (soccer), as the principle investors control Roush Fenway auto racing team and Liverpool FC, the British football club.

Created in 2001, the Fenway Sports Group also happens to own two of the best known sports venues in the world: Fenway Park and Anfield Stadium in the UK. The sports marketing arm will now be rebranded and named Fenway Sports Management.

Seems that "Fenway" is more global sounding than "New England."

Amusingly, the company has already put out a rap video in conjunction with the announcement that is meant to get us pried for baseball season. I'll simply say that the company's real strength seems to lie in sports management and promotion. As one Youtube reviewer says, it's "terrible but at the same time genius." Nice air violin, though.

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Now Apple Sues Amazon over "Appstore" Product Name

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Who will stop the madness? It looks like Apple is now going to sue Amazon over its term "Amazon Appstore."

As I have written before, Apple is extremely protective of its name "App Store" and is already in an ugly lawsuit with Microsoft over it. As Nicholas Deleon at Crunch Gear asks, "The question here is, is "app store," or any of its variants (App Store, Appstore, app store, etc.), generic enough to not warrant a trademark for Apple?"

This essentially puts Microsoft and Amazon in the same seat: as allies against Apple. This move by Apple is being called a preemptive strike against the rollout of Amazon's mobile app marketplace, according to Xconomy.

The entire world of app sales is in fact quite chaotic, according to the Wall Street Journal.

BlackBerry, for example, has an App Marketplace and other places where one might pick up apps for an Android phone seem to be little better than yard sales. The Amazon Appstore has about 3,800 applications and seems to be riding on the back of the Microsoft lawsuit that claims that the term "app store" is in fact generic, despite Apple's 2008 trademark of the name.

The Washington Post weighs in on this, with Hayley Tsukayama saying there is no likelihood of confusion between the "Amazon Appstore" and the "Apple App Store."

However, Amazon will probably change the name to something like "App Shop."

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CharlieSheenTigerBlood.pngI really have tried to ignore the whole Charlie Sheen debacle but now, his antics have made it into the world of naming and branding.

Never mind that the man is a brand name himself, his claim on NBC on February 28 suggested that he has tiger blood in his system as well as Adonis DNA, which of course prompted the energy drink industry to offer us "Tiger Blood."

The first to give this stuff a shot was Harcos Labs who claim their drink is "100% passion" and will make your "brain fire." Also, it comes in an IV bag (pictured below).

I'm really not kidding. The availability of this brand of Tiger Blood was announced to the world on March 8. These guys lost no time, did they? The drink was launched just a week or so after Sheen coined the name!

TigerBlood.pngThis happened about the same time that Sheen sent out a tweet looking for an intern with #TigerBlood and got over 74,000 replies.

Of course, Sheen meant metaphoric Tiger Blood, not the drink in the bag.

The madness did not stop there. The blogosphere has picked up the idea that other celebrities have tried Tiger Blood, including Lady Gaga and Shakespeare.

By March 8, five recipes appeared on the Internet for Tiger Blood.

Now, Jimmy Buffet has entered the action, actually filing with the US Patent and Trademark Office (USPTO) for a drink called Tiger Blood to be served in bars operated by Margaritaville Enterprises LLC.

And he is not the only one who wants the trademark. The USPTO has been doused with applications for the name recently, according to the Gothamist. We're talking about clothing brands, as well as:

Beauty beverages, namely, fruit juices and energy drinks containing nutritional supplements; Concentrates and powders used in the preparation of energy drinks and fruit-flavored beverages; Concentrates, syrups or powders used in the preparation of sports and energy drinks; Energy drinks; Non-alcoholic drinks, namely, energy shots; Sports drinks, namely, energy drinks.

Add to this list nutritional supplements, dietary supplements and supplements that "prevent fatigue."

The beverage that Charlie was actually drinking while having his famous roof rant is made by a company called XANGO. It's a "mangosteen" concoction - a sweet fruit from Asia, and no tigers were hurt in its creation.

A XANGO representative says primly, that they have "no commercial arrangement with Charlie Sheen, nor would it consider any formal association with the actor."

Well, who could blame them?

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MarlboroV2.pngHere is an interesting product naming dispute that didn't end in a shoot 'em up kind of way.

Philip Morris recently demanded that V2 Cigs, a company that makes electronic cigarettes, change the name of its Cowboy brand cigarettes.

Phillip Morris claimed that the V2 brand infringed on the Marlboro trademark by using a cowboy graphic. The V2 cowboy, they contend, creates a likelihood of confusion with the mighty Marlboro Man trademark, one of the biggest icons in American advertising.

V2 is now calling this product V2 Red with an image of a man on a motorcycle.

I'm fascinated to see how quickly V2 acceded to Philip Morris. I'm sure they decided they did not want to fight the tobacco giant since it does seem that Philip Morris owns the cowboy space with Marlboro.

I have to wonder, however, if they also don't have a claim on the word and color "red?" The standard Marlboro cigarette is called a Marlboro Red by the man on the street and it comes in a red pack with red imagery.

Where Philip Morris cannot use the cowboy imagery (as in England), they rely solely on that red color. In fact, they have long been trying to "build up the association between [the] red [color] and Marlboro so that, even in an ad-less future, the mere sight of the color will trigger the brand in smokers' minds."

Marlboro owns the color red, in the mind of the consumer, as it applies to smoking just as Coke owns it when it comes to colas. But they haven't trademarked it. Possibly because they can't. The name is ubiquitous and the color is on many other cigarette packs.

It's also partly due to the fact that the name comes from Great Marlborough Street in London. It was launched in 1924 as a cigarette for women with the slogan "Mild as May" and then repositioned towards men in the 1950s using the macho cowboy icon so men would feel comfortable smoking a cigarette with a filter.

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Ann Taylor Changes Corporate Naming to Ann Inc.

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AnnTaylor.pngAnn Taylor is changing its corporate name from Ann Taylor Stores Corporation to Ann Inc. because the original name was "clunky."

Interestingly, the period in the name will change color from time to time reflect the "causes backed by the company, like pink to support breast cancer research and purple for international women's day."

This move adds Ann Inc. to what Media Post calls "one name wonders" like Cher and Madonna.

Well, not really.

The name actually better reflects its sub brands, which includes Ann Taylor and the Loft stores.

Ann Inc. is going through a heavy growth period, especially in the realm of online sales. The ever changing period is a nice touch and obviously something that can be manifested online quite easily.

Additionally, they are moving quickly into international shipping and mobile commerce and the new name reflects the mentality that the Ann Taylor brand is but one link in this chain.

The Ann Taylor brand will stay, but the new corporate name, which has been introduced almost in tandem with Katie Holmes as the face of the Ann Taylor brand, is certainly less clunky and much more internet friendly.

It's interesting to note how the Ann Taylor name was created by the founder Richard Liebeskind in 1954. While many believe the name is eponymously named after a person, the name actually came from a kind of dress that was sold in his father's store. According to reComparison, "Liebeskind was further inspired to take on the name for his own chain of stores since "Ann" was a typically New England type of name, and 'Taylor' suggested a line of tailored clothing."

Ann Inc. will actually include four divisions: Ann Taylor, LOFT, Ann Taylor Factory, and LOFT Outlet. The name change will be seen mostly by businesses working with Ann Inc. and I suppose, internet customers.

I think this move also gives more room for the internet store and the profitable LOFT stores to share branding head space in the company's face to the world.

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ApplevsMicrosoft.pngMicrosoft and Apple are fighting again. This, of course, is really business as usual, but now things have taken a weird twist.

Microsoft, in the middle of a court spat with Apple over the name "App Store," complained to the court that Apple's defense was written in a font that was too small.

This is not a joke.

Apparently, you are allowed to submit 25 pages of defense material in 11 point font, and Apple chose to ignore both rules, scoring an additional 10 pages.

According to one source, Microsoft filed a motion that said: "Apple's response brief is 31 pages, including the table of contents and table of authorities, and on information and belief, is printed in less than 11 point font."

Remember doing that kind of thing in college?

AppStoreLogo.pngMicrosoft wants its own "App Store" and is arguing that Apple can't trademark this term as it has become generic. Apple has 15 days to hand in a shortened defense document sporting the correct font.

Apple says that Microsoft is "missing the forest for the trees" and points out that while "apps" is in common usage, "App Store" is not.

They say that their trying to own the name is just as legitimate as, say, trying to trademark the name "Windows," which was also in common usage before it was trademarked by Microsoft.

In their defense, Apple consulted with a linguist who established that the public generally associates "App Store" with Apple. They further argue that there are plenty of "noun plus" names out there that are trademarked, like Shade Store, Swag Store and The Paper Store.

Names like "Books on Tape" and "Vision Center" also take words in common usage and trademark them. "App Store," therefore, is like "The Radiator Store," according to Apple.

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The iPad 2 and Alphanumeric Product Naming

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ipad2.gifSo I didn't think Apple would go with the iPad 2 product name. Frankly, I didn't think they'd go with the name iPad when it was first introduced.

But I have been thinking about the name, as have alot of bloggers, and lo and behold an interesting blog comes out about numbers and brand naming.

"As history goes, number-letter combinations have held religious, superstitious, mythical and, of course, mathematical significance. Some would argue that numbers are the most universal form of language," but when it comes to the iPad 2, one writer tells us that all Apple really cares about is the number "2," because they've already defined the product category by establishing the iPad brand name.

A quick perusal of the brands Apple offers shows just how dependent they are on alphanumeric naming. Now there is some scholarly research that argues heavily in favor of alphanumeric naming, but it also shows us that word names are more useful to customers on products with a "high need for cognition." In other words, Apple buyers pretty much know the products. The iPad 2 is a fine name for them because they are so well steeped in the brand that a really exciting new name is just overkill.

Still, the crucial problem is managing the names and making sure that customer cognition stays where it ought to be. Apple supports its brand names with a lot of advertising, ensuring that its legions of fans are well aware of even the slightest brand tweak.

Those brands that do not have the luxury of such recognition might want to think twice about alphanumeric naming when it comes to developing new product names.

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There are some stories in the world of naming and branding that are almost too ridiculous and absurd to write about, saved for the fact that they do illustrate an interesting point about the business.

LadyGaga-MeatDress.pngTake, for instance, the story that Lady Gaga is suing an ice cream maker in the UK for offering something called Baby Gaga - ice cream made from breast milk. Yes, such a product exists. A London shop was found offering the (disgusting) stuff - a concoction of "breast milk, vanilla pods and lemon zest," served by waitresses dressed up like, well, Lady Gaga.

Legal documents filed on Lady Gaga's behalf say that "The references you are making to Lady Gaga are thus clearly deliberate and intended to take advantage of her reputation and good will." Well, this much might or might not be true.

The document goes on to say "associating the Lady Gaga mark with a food product which may be unsafe for human consumption (owing to the risk of it carrying such viruses as hepatitis) is also highly detrimental" to her brand.

Well, this is true, but there might be nothing she can do about it. The ice cream maker, for his part, says these claims are "preposterous and outrageous." Well, he would, wouldn't he?

At least one blogger points out that Lady Gaga cannot claim the word "gaga," since we have been using it to speak to our babies since forever. And, Lady Gaga herself lifted the name from the Queen song "Radio Gaga" (I don't see the surviving members of Queen up in arms about the ice cream, by the way).

As one London news site says, "Having entered the Grammys in a giant womb and performed in an outfit made of meat, you'd think Lady Gaga would be happy to see herself associated with a stomach-churning new product."

I guess not.

The ice cream maker, who runs The Icecreamist Limited restaurant in London, further points out that "A global superstar has taken umbrage at what she describes as a 'nausea-inducing' product... This from a woman with a penchant for wearing rotting cows' flesh. At least our customers are still alive when they contribute to our 'art'."

The ice-cream will be pulled from the shelves anyway due to (seemingly obvious) health concerns so Lady Gaga needn't worry. But I really do doubt that she can protect the Gaga name, even when it comes to something like breast milk ice cream.

The likelihood of confusion just isn't there, and the name Gaga is in general usage.

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Ikea Has Furniture Naming to a Science

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ikea.pngThe more I think about furniture naming, the more confused I get.

An excellent article in the Clarion Ledger takes a look at the names retailers attach to furniture.

Furniture, upon reflection, really begs to be named. You'd rather have a "Jasmine Chair" than "XY 9811 Chair", says the article, and I agree. Designers are so passionate about their furniture that we more often than not see pieces of furniture bearing female names, although there is a "Joe" leather chair that pays homage to Joe DiMaggio.

IkeaBedroom.pngCrate & Barrel also sells an "Astaire" wingback Chair because the shiny leather on it reminded one buyer of the famous dancer. But the same store sells a "Scarlet" couch, as in "Scarlet O'Hara."

Just getting to grips with the names of traditional furniture is complex enough. The Antiques Almanac is very helpful here. Do you know the difference between a bedstead and a high-daddy, for instance? Or what is a commode... really (it's not what you think)?

The couch is actually a term taken from the French, coucher, "to lie down." And a Martha Washington sewing table was named 120 years after she died. And even if you're not into antiques, do you know the difference between a "server" and a "sideboard?"

Ikea has the biggest battle in naming products: they offer 10,000+ differently named pieces of furniture, and their naming system is a science. They create the brand names with the help of a computer and grab names from dictionaries and even birth announcements. Most are single words with Scandinavian origins.

IkeaKitchen.pngBeds get Norwegian place names; seating and dining tables get Finnish place names. Girls and boys names are used for fabric and some office furniture and shelving. Thus, you could get a bookcase called a "Billy."

A full breakdown of the naming system shows us that bathroom things get named after Scandinavian lakes, rivers and bays, while kitchens get grammatical terms.

Or, you could go to this handy online Ikea furniture naming app and instantly create an Ikea furniture brand name. It's funny, but not necessarily accurate.

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iPad2Logo.pngIt's called the iPad 2. That's the official name.

"It all seemed like a name used just as a placeholder, so that we could know the [difference] when referring to the at the time unnamed device. However, it seems that Apple chose to make the iPad 2 the official name of the second-generation iPad" points out iSmashPhone.

iPad2Cover.pngIt sports a 33% thinner design and weighs less that the original iPad, which I suppose will continue to be just the iPad for the rest of its short existence.

There's also a dual-core 1GHz processor, optional AT&T and Verizon models, front- and rear-facing cameras, same 10-hour battery life, and it'll be available in white or black.

Jonny Evans at Computerworld asks, somewhat poetically, "What is the iPad 2?" After pointing out that yesterday the iPad became "obsolete." The iPad 2, he says, "Isn't going to be the revolution. It's going to film it. Make the music for it. Write it. Talk about it and share it. This is a collectively social thought enabler, the reincarnation of the digital connection between the acolytes of augmented reality on this still fairly green planet."

The iPad 2 is going to be a major headache for Android competitors thanks to its power and price, despite Motorola's assurances that the Xoom will weather the onslaught just fine.

iPad2Covers.pngThis might be why Apple has broken with tradition and put a "2" in front of a second generation device... for the first time in its history. Yes, this will invariably upset iPad owners, but the iPad 2 screams to consumers that Apple held the tablet space first.

I am frankly surprised that the company went this naming route, but looking at how upgraded and powerful it is, I can see why they did it.

This is a total rethink of the iPad and it is rightfully pulling in the fence sitters.

So, iPad 2 it is.

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LandRoverLogo.pngLand Rover and Chinese car maker Geely have disputed the meaning of "Luhu" for over a decade.

The name "Luhu" is a romanization of the Chinese characters meaning "Land Tiger" or "Road Tiger" as "land" and "road" can both be pronounced "lu" but are distinct characters.

Apparently there is not a Chinese word for "rover" (unsurprisingly), as Land Rover has been using the "Luhu" Chinese characters since the early 1990s, with some Chinese using "Luhu" meaning "Land Tiger," and for others, "Road Tiger."

In 1999, Geely filed for the trademark to "Land Tiger" with the Chinese Bureau of Industry and Commerce, with it approved in 2001.

In 2004, it was noticed that Land Rover replaced their product description of "Land Tiger" with "Road Tiger" at the Beijing Auto Show.

But when they tried to make it official, they were denied. Since "Road Tiger," in Roman letters, is the same as the Geely trademark: Luhu.

Now the storied British carmaker is suing the Chinese Trademark Appeal Board under the State Administration for Industry and Commerce. They want the Geely mark to be repealed for obvious reasons.

LandRover.pngGeely has not yet used the name but Land Rover is taking no chances.

Geely has further noted that their new car model, the FC-1, will not bear the Luhu name.

This is the type of lawsuit that I am sure will occur many times as overseas companies try to protect their marks in China.

It is difficult to say who is in the right. Surely much of the equity with the brand name in China lies in how it is presented in Chinese characters. The problem seems to lie in the Chinese "first to file" rule that allows locals to snap up brands that might have value in the future.

According to Auto Car News, the well known Land Rover mark might have been possible to protect because it is well known throughout China, but Luhu is fair game even if Land Rover was using it in another context.

Land Rover's decision to sue the actual Chinese Trademark Appeal Board (it is actually the China Trademark Review and Adjudication Board) is its best means of getting the Geely mark overturned.

But things look grim for Land Rover. That Luhu mark is essentially meaningless, and the bloggers are betting that the Chinese Trademark law will prevail in Geely's favor.

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