Hugo's Burgers loses trademark battle
Andrei Mincov's commentary on the original article
This perfectly demonstrates that trademarks don't only protect against literal copying but also against look-alikes, sound-alikes, and mean-alike trademarks. It also perfectly demonstrates how important it is to be the first in line to secure your brand. From this point, it will become a business decision: can Hugo convince H'Ugo to reband for less money than Hugo would lose from rebranding themselves.