Trademark News & Screw-ups British Weetabix seized by New Zealand customs in breakfast bowl battle with rival

It's very difficult for companies to secure the same brand throughout the world. Despite all efforts to come up with a unique name and to trademark it everywhere early on (which only bigger players usually do), there's usually some preexisting trademarks in at least some countries that make it problematic. So the brand owner's dilemma is: do I keep looking for a brand that's perfectly unique in every single country (which, most often, is a losing proposition); do I use one brand in some countries and different brand in other countries; or do I use the same brand and only protect it where I can. No option is perfect. In this case, Weetabix chose the third option and got caught. Interesting how they're going to deal with it now.

The video below features Andrei Mincov's commentary of this article.



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