Red Bull’s reputation and well-known trademarks logo Big Horn

Red Bull has a reputation of vigorously enforcing its trademark rights. Actions are taken against every new player in the market for energy drinks, using the word BULL or any other animal depicted in the logo. Sometimes the branding differs so much from the Red Bull trademark that it becomes questionable whether a consumer will confuse them. But as the Red Bull trademark has been such a well-known brand for years, it can often act successfully against “infringers”.

In 2016, Big Horn files a trademark for its logo in the European Union. Red Bull objects invoking a number of its trademarks, including the logo of the fighting red bulls in front of a yellow sun background. Market figures, marketing costs, campaigns and research are submitted showing the reputation of this logo.

Red bull gets its way. Even though the similarity between the trademarks is low, the public will still see a link with the well-known brand. The filed trademark uses the same concept: two horned animals duelling. Big Horn seeks to take advantage of the great popularity of Red Bull. The application is therefore refused.


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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