You probably want to avoid that your trademark is associated with negative things or persons. For example, a clothing manufacturer will not want that his brand will be the adopted by football hooligans and more in general war and crime are not popular elements for a trademark to be associated with. A hotel brand will often market a carefree, relaxed picture to his potential hotel guests. Pests are certainly not contributing to this picture.
It is therefore remarkable that the Spanish Fiesta Hotels has filed a 3D trademark of an ant for a.o. hotel services. Not directly an animal that will sell your hotel services! Well, this hotel also filed a pig as a 3D trademark, so probably a stay at this hotel will be an adventure.
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“Trademark protection gives freedom to do business.”