Are We Really Running Out of Brand Names?
February 25th, 2011 by Michael Kwan
Surely, you can find a number of examples spanning just about every industry. However, it seems like one of the most common parties involved in the multiple naming of products is none other than Apple. It wasn’t all that all long ago that Steve Jobs and his team in Cupertino ran into some legal trouble with Cisco.
Apple iPhone vs. Linksys iPhone
Shortly after the Apple iPhone was announced in 2007, Cisco (Linksys) jumped into the fray to say that it held the trademark to that name for a family of Internet telephony products and services. That legal action has since been resolved, but Apple could find itself in hot water pretty soon too.
Apple Thunderbolt vs. HTC Thunderbolt
Just yesterday, Apple hosted a major event to reveal its new generation of MacBook Pro notebooks. One of the biggest new features is Thunderbolt, Apple’s brand name for Intel’s Light Peak technology.
Right around this same time, though, the HTC Thunderbolt smartphone is being launched with Verizon Wireless. Coincidence? Perhaps, but could either party not have come up with a different name?
Ferrari F150 vs. Ford F150
Watching a recent episode of Top Gear (UK), the presenters mentioned that Ferrari had a new Formula One motor racing car. The plan was to call it the Ferrari F150… that is, until Ford took issue.
The American automaker said that the F150 name is already taken by its pickup truck. I don’t think anyone is going to mistake a truck for a racecar, but Ferrari relinquished, renaming its vehicle to the Ferrari F150th Italia.
Not Really a Naming Issue?
Maybe this whole situation has less to do with running out of words and more to do with the increased inclination to sue (and counter-sue) everyone in an endless cycle. Maybe, at the end of the day, it’s just easiest to go generic and blend in with everyone else.
After all, isn’t Mark Zuckerberg still trying to get the trademarks registered for anything with the word “Face” or “Book” in it?
Tags: apple, brand names, marketing
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Interesting point but it does take a lot of time and money to sue. You would think that it isn’t worth it.