Archive for the "Branding" Category

David, Goliath And Reverse Confusion

Posted by Neil Melliship on September 18th, 2006

Microsoft is once again at the forefront of a trademark infringement dispute , though this time the David in the story is on a bit weaker ground – it sells construction management software under the FOREFRONT brand and MS recently announced it will begin selling security software under that same brand – so clearly the [...]

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Brand Extension in Moderation

Posted by Larry Munn on September 11th, 2006

According to the Globe & Mail, Nestlé Canada Inc. believes moderation is the key to profitable brand extension, something it learned from its U.K. parent. Apparently, you can have too many types of KIT KAT chocolate bars, even when Canadian chocolate sales are $2.5 billion per annum.

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Lottery Corp Re-branding Controversy

Posted by Larry Munn on September 7th, 2006

An article in today’s Globe and Mail has raised issues regarding the cost of re-branding an Ontario Government Corporation. One member of the Provincial assembly has raised concerns about the $4-6 million dollars spent changing the logo of the Ontario Lottery and Gaming Corp. from OLGC to simply OLC.

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