Tales of a market (milk)shake-up
What happens when consumers and the law have different understandings of what makes a brand? Bob’s Ovomaltine milkshake provides a useful case study on the interplay between branding and customer perception
Often trademarks do not have the same function and meaning for consumers as they do under trademark law. The law defines a ‘brand’ as a sign which identifies products or services. However, from the consumer’s perspective, brands can be associated indelibly with the product or service itself – which is what appears to have happened with the Ovomaltine milkshake sold by Bob’s fast-food chain (the third-largest fast-food chain in Brazil and one of the largest in Latin America).
This part of the website has now moved to the subscriber area. To read more, please pick an option below.
Register to access two articles per month
Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts
What our customers are saying
World Trademark Review is one of my favourite conference organisers. The topics and themes are always relevant, on point and designed to give me practical information about real-time industry issues. I look forward to all of the World Trademark Review events and highly recommend them to my industry colleagues.
Assistant general counsel
Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.