Has Coca Cola Lost Half its Name?
Coca Cola is the sixth most valuable brand in the world, could it have been even more valuable if it had kept hold of its full name?
Coca Cola’s big branding mistake according to Charlie Munger (Berkshire Hathaway) was losing half of the famous trademark.
Cola is now accepted as a generic term for a certain style of fizzy drink.
Brand genericization occurs when a brand name is in common use eg filofax, hoover, xerox, frisbee and even coke, are used for describing a category rather than the specific brand.
There are 85,000 ‘cola’ registered trademarks and 7,651 in class 32 for beverages. There are 370 registered trademarks including ‘cola’ in the name in the UK, including Go Cola, GB Cola, Big Cola etc.
𝗜𝘀 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝘁𝗶𝗲𝗱 𝘁𝗼 𝗵𝗮𝘃𝗶𝗻𝗴 𝗮 𝗴𝗼𝗼𝗱 𝗯𝗿𝗮𝗻𝗱?
I am John Pryor one of “The World’s Leading IP Strategists” and a pioneer in Trade Secrets strategies.
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I am a strategy consultant focussed on intellectual property and dedicated to helping people and business to make the best use of all available IP to compete and win in the marketplace.
My aim is to increase people’s understanding of Intellectual Property, so that they can successfully and cost effectively use it in their business, to help achieve a higher valuation.
Book: The Innovation Handbook, 2nd Edition 2010. chapter: How to maximize the value of your intellectual property.
ABOUT MY YOUTUBE VIDEOS: In these videos I explain some of the most important aspects of intellectual property in ways that make it relevant and accessible to business people.
The Benefit of Hindsight UpfrontTM
Innovation Without IP Is Charity
IP Provides Defence From Unlicensed Offence Leads To Secure Revenue. The Best Defence Is A Good Offence.
Intellectual Property Is A Business Construct To Enable The Sharing Of Ideas And Other Creations Of The Mind
A Strong And Integrated IP Strategy Puts You On The Front Foot In All Commercial And Financial Interactions
IP Supports Competitive Advantage, Drives Growth, Maintains Cash Flows, Secures Investment, Provides Monetisation Opportunities
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