What’s in a name? In the case of Bridgestone enough to spur it into action against two Chinese tyres manufacturers who set up companies that had more than just a passing semblance to its name.
On Feburary 17 the tyres giant Bridgestone Corporation announced that its complaint of trademark infringement against two Chinese tyres manufacturers had been upheld.
Bridgestone claimed that the companies in question, Shandong Santai Rubber Co Ltd and Hangzhou Bridgesteel Rubber Co Ltd attempted to infringe on the goodwill established by certain Bridgestone intellectual property through the use of their respective brand names, Rockstone and Bridgesteel.
In the present economic climate where everyone is fighting tooth and nail to maintain market share companies cannot afford to have rivals piggy-back in on their business with a copycat name.
And it’s probably even more so, when you consider how much time and money has gone into building the global Bridgestone brand.
Only a few weeks ago they spent a reported $6 million on two commercials to be shown during the US Super Bowl Sunday TV spectacular.
Oliver Hall, etyres Operations Executive