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Unformatted text preview: annot be registered as a trademark because it is a generic term. “Like ‘milk chocolate bar,’ the
combination of ‘pretzel’ and ‘crisp’ gains no meaning as a phrase ov er and abov e the generic
meaning of its constituent terms,” the company wrote in a 201 0 motion.
T he dispute is still pending with the trademark office’s trial board.
www.nytimes.com/2012/02/21/business/battle- over - pr etzel- cr isps- shows- value- of- a- br and.html?_r = 0&pag ewanted= pr int MORE IN BUSINES Microcredi
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1/4 10/29/13 Tr ademar ks Take On New Impor tance in Inter net Er a - NYTimes.com T rademarks, which are names or sy mbols associated with a specific company or product, can be
tremendously v aluable to companies building a brand. T hink of Kimberly - Clark’s Kleenex facial
tissues or Nike’s swoosh logo.
Brand ex perts and trademark lawy ers say the v alue of simple, easily understood brand names
has escalated in the I nternet era because consumers are more likely to find such products while
doing searches on the Web.
“Y ou’d rather hav e a name like Mov iefone than one like Fandango because that’s what someone...
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This document was uploaded on 01/28/2014.
- Fall '14