Use of real-life imagery and words in luxury brand trademarks: a study of the trademark lawsuits involving the Polo/Lauren Company

• Published in: Asia Pacific journal of marketing and logistics Vol. 35; no. 3; pp. 606 - 624
• Main Author: Cheng, Kwang-Hwee
• Format: Journal Article
• Language: English
• Published: Patrington Emerald Publishing Limited 09.03.2023; Emerald Group Publishing Limited
• Subjects: Aesthetics; Brand management; Consumer behavior; Consumers; Consumption; Counterfeiting; Interdisciplinary aspects; Legal research; Literature reviews; Litigation; Luxuries; Marketing; Polo; Purchase intention; Trademarks; Singapore; Trademark; Brand strategy; Luxury brands; Marketing strategy

PurposeThis article presents a study of the trademark lawsuits in Singapore involving the Polo/Lauren Company, L.P. (“PRL”) in their attempts to stop various competitors and businesses from using the word “polo” and/or a device of a polo player. Hitherto, there has not been any concerted study of th...