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Shireen Smith

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Articles

How Lacoste Lost Its Crocodile Trademark

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By Shireen Smith
| Azrights
Last week’s newsletter How to avoid the biggest brand management mistakes, highlighted that the role of our business name and signs like logos, taglines, characters, or sounds is to enable buyers to recognise that it’s us. Symbols like the Nike swoosh become well known because they’re consistently used year in, year out, for years – initially, accompanied by the brand name and then, once they’ve gained widespread recognition, on their own.
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How to Avoid the Biggest Brand management Mistakes

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By Shireen Smith
| Azrights
Apple and MacDonalds are household brands that have lost their EU trademarks in recent years, meaning that third parties may now freely use ‘Think Different’ and Big Mac in the EU. The reason the marks were lost is that the companies were unable to prove that they had been genuinely using these registered signs in the previous 5 years. When that happens, the other party who wants to use the marks will be able to apply to have the trademark registrations cancelled.
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Want a signed copy of Brand Tuned?

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By Shireen Smith
| Azrights
I would love to send you a signed copy of Brand Tuned, the new rules of branding, strategy and intellectual propertyif you’re UK based and are: EITHER: An Azrights client: OR An agency or freelancer supporting businesses to promote or create their brand. Just completethis formto receive a copy of the book. Please include any unit or apartment number associated with your address as thepost officesite we use requires comprehensive address details.
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