Almost every holder of a trademark wants to promote its trademark, publicity is however costly. Free publicity is therefore very welcome. In the event your trademark is “in the news” thousands of people can be reached, at no costs! However, there is also a downside of publicity, in the event your trademark is associated with negative things. Sometimes, trademark holders can be blamed themselves for the negative publicity in the event they litigate to death against small companies (this what the Canadese company Oasis experienced).
It remains forthcoming whether a current Russian scandal has negative consequences for luxury mark Breguet. This trademark is known for its enormous expensive watches (of $30.000,00 and more). Apparently a patriarch was wearing this watch during a photo shoot and the Russian Orthodox Church thought this would not suit their claim of modesty. Therefore, they edited the photo, however, only the watch dissapeared and not the reflection. The church apologized for the deception and issued the original photo. A bit too late as many criticized the wealth and power of the Church.
While according to Breguet a Brequet watch “is virtually a sine qua non of any depiction of the aristocracy, the bourgeoisie or, quite simply, a life of luxury and elegance” this image will certainly have serious consequences for the Russian Orthodox Church and their action create a new sort of trademark use: vanishing trademarks!