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The Risks of Rebranding

By Richard P.W. Stobbe

Rebranding is supposed to provoke a response, right? Consumer interest? Marketing awards? A trade-mark lawsuit?  Brick Brewing Co., an independent Ontario brewery, recently rebranded their Red Baron beer, updating the look with a new label, to the right.  The old label, at left, was used since the late 1980s and was registered as a trade-mark in 1991.  The [...]

Full post as published by Intellectual Property in Canada (ipblog.ca) on May 26, 2009 (boomark / email).