Another day, another case of a company not bothering to see how its new trademark translates into the native languages of its intended consumers. Seriously, this happens entirely too often to be excusable, particularly now that the blogosphere can pick a company apart for its little faux-pas.
Today’s contestant is Audi — the German manufacturer of luxury automobiles. The trademark in question is “e-TRON” for a new line of electric sports cars. I won’t spoil the surprise here, because Autoblog has this one well-covered, complete with a hi-res shot of Audi’s rather comely little ride. Click here to check it out (unless you speak French, in which case, you’ve spoiled your own surprise).
The lesson here, as always, is make sure you’ve tested your new trademark with the relevant consumers, and if you have a global product in mind, make sure you clear the translation of the mark for connotation purposes.
Questions or comments? You'll find a link to my email address at the CONTACT line below.
- Intellectual Property
- Social Media
- Craft Brewing
- Trademark Litigation
- Medical Marijuana
- United States Patent and Trademark Office
- Trademark Trial and Appeal Board
- Registered Trademark
- Federal Trademark
- Amazon's Brand Registry
- Medical Cannabis Dispensaries
- Drug Enforcement Agency
- Uniform Trade Secrets Act
- E-Discovery Case Law
- Regulation Fair Disclosure
- Securities Law
- Securities Regulation
- EU Trademarks Post-Brexit: Now What?
- Don’t end up on The Elf on the Shelf’s naughty list!
- Stay Out of Trouble With the Federal Trade Commission
- "Aloha Poke": Social Media and Consumer Perception are Part of the Trademark Enforcement Equation
- Could Any Old Yahoo Nab Chief Wahoo?
- Trademark Registration Practice is Officially…umm…Well, You’ll See
- Booze is Booze, Right? Not so fast...
- Did A Neural Network Just Solve Craft Brewing's Trademark Problems?
- Enroll in Amazon’s Brand Registry 2.0… But Only if You Own a Registered Trademark
- Fiona Versus the Counterfeiters: What About Her Rights?