How nicknames can damage or benefit a brand, Chevy vs. “Fix it again, Tony!”

by Éléonore Toubin

Fiat entered the American market in 1908. At the time, it wasn’t yet known as “Fix it again, Tony!”; the nickname was actually crafted some 60 years later in the 1970s and 1980s when some Fiat owners reportedly encountered problems with their cars. From then on Fiat got a reputation for making unreliable and poor quality cars. The nickname “Fix it again, Tony!” was coined as an acronym for Fiat and intended as a joke. However it stuck, to the…

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The importance of brands and the protection of their rights to ensure quality products and safety for the consumers

by Éléonore Toubin

Buying a product from a brand is like making a deal: the brand guarantees you that you are buying a quality product. For a firm, a brand is a precious tool to help ensure loyalty and development; it is putting its reputation on the line. Thus a firm must pay close attention to its brand and any fraudulent use that could be made of it. That is why the law, both national and international, enables firms to register a trademark….

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The importance of trademark registration

by Emma Peto

A brand can be considered as many things from several perspectives. A brand is a construction of customer sentiments. A brand is a value on a balance sheet. But a brand is not a legal entity unless it has trademark protection. If your name is not registered as a trademark, there may be a number of restrictions on how you can use it. For example, many people enjoy using a ‘gmail’ account. But, in certain European territories, you can only…

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