Coca Cola is very known for the design of their Coca-Cola bottle and Coca Cola can. The bottle is even registered as a trademark. Although Coca Cola’s beverage packaging has an almost iconic status, the company changes the appearance very often, although mostly for a limited period.
This raises the question again: both from a legal as well as from a marketing or branding point of view, is a changing mark prone to cause dilution if it is the owner itself who is changing the mark? Or does it make a strong mark even stronger?
What do you think? Please send us your comments below.
See our earlier post on “Fluid trademarks” here and here.