Fluid trademarks (3)

In this third post on fluid trademarks we would like to take a look at Coca-Cola.

Diet Coke gets a new “fall look”: gorgeously designed, limited edition cans.

Coca Cola is very known for the design of their Coca-Cola bottle and Coca Cola can. The bottle is even registered as a trademark. Although Coca Cola’s beverage packaging has an almost iconic status, the company changes the appearance very often, although mostly for a limited period.

This raises the question again: both from a legal as well as from a marketing or branding point of view, is a changing mark prone to cause dilution if it is the owner itself who is changing the mark? Or does it make a strong mark even stronger?

What do you think? Please send us your comments below.

See our earlier post on “Fluid trademarks” here and here.

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Erwin Hauër

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