We trademark attorneys protect trademarks against the outside world: competitors, counterfeiters, et cetera. However, we cannot protect trademarks against greed and ignorance from the inside of companies. Like Volkswagen. The company lately became trending topic on Twitter with its own hashtag #dieselgate. Every trademark wants to be all over the news, but only in a positive way of course!
The developments caused tremendous harm to the trademark and reputation of Volkswagen. Trust is one of the factors for consumers to choose a certain brand. So, it seems to be a logic presumption that you never endanger the quality and trust of a trademark. But sometimes the mistakes of some people can effect a whole trademark.
If this nightmare happens, the trademark is the subject of parodies and advertisements. And there’s nothing you can do about it, you don’t want to ruin your last piece of credibility! Here, some fine examples.
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“Trademark protection gives freedom to do business.”