Mercedes-Benz gears up for logo showdown


Muireann Bolger

Mercedes-Benz gears up for logo showdown

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A dispute over the luxury brand’s 114-year-old logo has led to questions concerning the strength of such marks when it comes to alleged crossover products in new markets, finds Muireann Bolger.

Century-old emblems are a gold standard for brands, so it's no surprise that the lucky few to possess such enduring marks will strive against all odds to protect them.

But how strong are they really when companies work together to create a new product that uses both brands?

And, critically, how far can these venerable marks stretch when they appear in entirely new markets such as the digital landscape, including video games?

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