Survey of Arts Management

Course blog for American University PERF-570, Fall 2014

On trademarking words and how it affects brands

I have definitely heard of chobani and haven’t heard of Seidman. But honestly does it really matter, they are not in the same market selling even remotely similar products. Its the word “How” that they are fighting over, which seems to me like a waste of tax payers money for this to be fought over in court. I guess if we were to apply this to the arts world it would be like a theater company fighting with a private school over trademarking the word participatory… any thoughts on that?

http://www.nytimes.com/2014/10/06/business/chobani-and-dov-seidman-wrestle-over-use-of-how-trademark.html?contentCollection=business&action=click&module=NextInCollection&region=Footer&pgtype=article

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2 comments on “On trademarking words and how it affects brands

  1. Samantha Sobash
    October 8, 2014

    Interesting to read of a branding dispute in action. I don’t really understand “how” (pun intended) two non competitors are fighting over such a common word trademark. Apparently the two companies are more upset about each other stealing their platform for ethical behavior. But there doesn’t seem to be much of a case in the dispute.

  2. Jenni
    October 10, 2014

    Wow. I personally find this completely ridiculous. I can see Chobani’s argument for their phrase “How matters,” but Seidman’s trademark fight over a word so singular as “How” is just pedantic. Chobani is right, it’s too broad. It isn’t a phrase. There are countless companies that have the word “how” in their phrases or titles, is he wanting to go to court with all of them? Part of me wonders if it is somehow a kind of publicity stunt, because it is just to the point of ridiculousness.

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