//Brand mistake Jaguar Land Rover

Brand mistake Jaguar Land Rover

Brand mistakes are of all times. Brand names that are suitable trademarks in one country can have a funny or negative meaning in another. For example, Fiat Uno means Fiat Crock in Finnish and the denim mark Kut has a rather obscene meaning in the Netherlands.

We recently saw a very painful brand mistake. The SS logo was applied in a “German-looking” logo. And not by the least: Jaguar Land Rover. We do wonder if there is nobody at this company who has thought that this logo might not have been such a good idea?

Brand mistake Jaguar Land Rover


In any case, the EUIPO has saved them from a major disaster. The trademark was refused because it was contrary to public policy or acceptable principles of morality. In other words, the European Trademark Office did not think this logo was appropriate. And of course there is something to be said for that.

Arnaud Bos

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