School of (hard) rock: protecting trademarks at Hard Rock International

Hard Rock International began life as a restaurant, Hard Rock Cafe, in London in 1971, set up by two Americans. It was 1978 before Hard Rock Cafe expanded to multiple locations. Today, the company has more than 140 cafe, hotel and/ or casino locations in more than 50 countries around the world, each with distinctive rock music memorabilia adorning the walls. But the brand’s iconic theme did not emerge until 1978, seven years after the brand was launched.