Battle of the sexes: Girl Scouts takes on Boy Scouts over rebranding efforts
07-11-2018
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Whether by design or decree, rebranding a business is beset with challenges, finds Tom Phillips.
When Muzmatch, a dating app for Muslims, lost the right to use its name in April 2022, its founder and CEO called it “heartbreaking.”
Shahzad Younas, who in 11 years built up a six million-strong membership, became a target of legal action by Match Group and a casualty of an ultra-competitive industry.
In its case heard before the Intellectual Property Enterprise Court (IPEC), Match Group, which owns a portfolio of dating apps, including Tinder, complained that consumers would mistakenly assume Muzmatch was a “sub-brand” specifically targeted at Muslim users because of its use of “match” in its name.
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Rebranding, design, Muzmatch, IPEC, trademark opposition, investment, SMEs, startups, IP rights
