Importance of brand in the food & drink sector

Insights, key indicators and case studies that inspire creators of gastronomic experiences.

Hero - food & drink industry

Key indicators on the importance of brands

A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.

  • 27

    Perceived importance of brand

  • 8

    Willingness to pay premium for brand

impossible foods

September, 20235 minutes read

Personal Jurisdiction and Trademark Disputes: Impossible Foods, Inc. v. Impossible X, LLC

Personal jurisdiction is a crucial aspect of the legal system, determining whether a court has the authority to hear a case involving a particular defendant. In the realm of intellectual property disputes, such as trademark cases, the question of personal jurisdiction can be complex and contentious. The case of Impossible Foods, Inc. v. Impossible X, LLC offers some new insight into this legal concept.


June, 20235 minutes read

Challenges of protecting certification marks: The case of mānuka honey

New Zealand's long-standing battle to secure sole ownership of the 'mānuka honey' trademark has come to an end with an unfavorable outcome. The Intellectual Property Office of New Zealand announced on Monday that the country's mānuka beekeepers failed to meet the essential criteria for exclusive rights to the trademark. After nearly ten years of effort, New Zealand has been unsuccessful in preventing Australian beekeepers from utilizing the name and reaping the substantial financial benefits tied to it.


June, 20235 minutes read

Sweetgreen settles trademark dispute with Chipotle over menu item

In the midst of a legal battle with Chipotle over trademark infringement and deceptive business practices claims, Sweetgreen, the popular American fast food restaurant chain, has taken swift action to resolve the issue by changing the name of its controversial menu item.


May, 20235 minutes read

Taco Bell seeks to "liberate" Taco Tuesday trademark from Taco John's

In the realm of taco enthusiasts, the phrase "Taco Tuesday" has become synonymous with a midweek celebration of everyone's favorite Mexican dish. Recently, fast-food chain Taco Bell challenged Taco John's trademark ownership of the phrase, arguing that "it should belong to everyone." While it is true that companies can hold rights to certain trademarks, the case of "Taco Tuesday" exemplifies the delicate balance between protecting brand identity and preserving the public's right to use common phrases.


May, 20235 minutes read

Pocky vs. Pepero: A look at Ezaki Glico v. Lotte trademark dispute

The food industry is a highly competitive marketplace where branding and packaging play a crucial role in capturing consumer attention. In 2015, Japanese confectionery company Ezaki Glico Co. Ltd. filed a lawsuit in the United States against Lotte International America Corp., alleging that Lotte's packaging of its chocolate-filled biscuit product, called "Pepero," infringed on Glico's trademark for its own similar product, "Pocky." This dispute highlights the importance of protecting trademarks in the food industry and the potential risks of creating packaging and branding that is confusingly similar to a competitor's product.


May, 20235 minutes read

PepsiCo wins trademark dispute against Rise Brewing over 'Rise' name

Likelihood of confusion is a critical issue in trademark disputes, as it is a claim that must be substantiated with evidence to prove infringement. In the case of PepsiCo and Rise Brewing, Rise Brewin argued that PepsiCo's use of the word "rise" in its product names and marketing materials was likely to cause confusion among consumers.

Monster Energy

April, 20233 minutes read

The Battle of Monsters: Monster Energy vs Pokemon and other games

Monster Energy, the popular energy drink brand, has become well-known for their aggressive stance on protecting their trademark rights. They have been particularly vigilant when it comes to game developers using the word "Monster" in their game titles or branding. Over the years, Monster Energy has filed numerous trademark complaints against game developers for alleged infringement, claiming that the use of the word "Monster" in their games causes confusion with Monster Energy's brand.

Ok Go cereal

March, 20233 minutes read

Music band OK Go vs OK GO! Cereal: trademark protection for common words

American band OK Go threatened to enforce its trademark rights against the company Post Foods and its new product. The Lakeville-based breakfast foods manufacturer attempted to trademark the name “OK Go!” in spring for a range of cereal cups. What is the extent of trademark rights in a dispute between an indie rock band and cereal cups?


March, 20235 minutes read

Irish whiskey brand changes its name after trademark dispute with Mariah Carey

It has become increasingly common for celebrities to leverage their intellectual property to create successful business ventures. Through branding programs, they are able to offer a wide range of goods and services. In order to do that, they first must register official trademarks - signs that distinguish the company’s goods and services from those of its competitors. Recently, Mariah Carey successfully acquired the rights to the ‘Black Irish’ trademark to sell her Black Irish Cream Liqueur in Europe and the UK.

big mac main cover

February, 20235 minutes read

McDonald's restores its 'BIG MAC' trademark after long-running dispute

In January 2023, the Boards of Appeal overturned the decision of the Cancellation Division regarding the revocation of McDonald’s word mark ‘BIG MAC’. The long-running lawsuit between Irish fast food chain Supermac’s and an American corporate giant, McDonald’s, initially led to the cancellation of McDonald’s trademark in 2019 due to lack of genuine use. New evidence, however, proves the genuine use of ‘BIG MAC’ not only for the beef burger but also for restaurant services.

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