How to tackle ‘Coke Cola’ style copycat branding

When a firm thinks it can get away with calling itself Coke Cola Ltd then no one is safe from the copycat branders. Thankfully, the law has provided a new streamlined way for businesses to protect their trademarks, as Faizal Essat explains.

It may seem surprising that someone thought they could register a name so similar to one of the world’s leading brands and not feel the full force of the law coming down on them.

Until recently, however, Coca Cola might have found it difficult to deal with the problem because although a company could take action if a firm tried to use the same name, the scope for objecting to names that were merely similar was much more limited.

That has now changed because of provisions in the Companies Act 2006 which came into effect last October. Now companies can quite easily take action against opportunistic registrations of names which are the same or similar to their own.

Such opportunism includes cases where someone registers variations of the name of a well-known company in order to get that company to buy the names back. Or it could be that someone hears of a proposed merger between two firms and then registers several variations of the kind of name the new firm is likely to adopt.

The Company Names Tribunal was set up to adjudicate on such matters and the Coke Cola affair was its first case.

Coca Cola argued that the registration of Coke Cola Ltd was opportunistic and designed to take advantage of its famous brand name. The Tribunal moved quickly and ordered Coke Cola Ltd to change its name within one month. If it failed to do so then Tribunal would choose a name for it.

It was also ordered to pay Coca Cola’s application fee of £400 and £300 towards its costs.

The tribunal only deals with opportunistic registrations and there will still be times when companies may need to pursue infringements through the courts as before.

However, this new system provides companies with a quick and relatively cheap way to protect their brand. The application fee is only £400 and there are short time limits for the exchange of evidence so a case is unlikely to drag on incurring prohibitive costs.

Faizal Essat is a Legal Executive Advocate at Andersons Solicitors. He can be contacted on 0115 988 6707 or by emailing fessat@andersonssolicitors.co.uk.

Battling to save a failing business can put directors at risk

Company directors have been warned against soldiering on for too long trying to rescue a business which has no chance of survival as the recession deepens.

They could be accused of wrongful trading and run the risk of financial ruin as they become liable for the debts of their business – even if it is a limited liability company.

Peter Sutherland, of Andersons Solicitors in Nottingham says it is only natural that businesses want to ride out the current storm.

“The danger is that some directors fail to recognise or refuse to accept that their business has no chance of avoiding insolvency. They may have an emotional attachment to a firm they have set up themselves and feel a tremendous loyalty to their staff. Or they may be trying to avoid having to pay back company loans which they have personally guaranteed.

“This can carry on regardless, hoping against hope that things will improve even though that can sometimes just makes things worse.”

Peter says that as soon as a company becomes insolvent, directors have a legal duty to protect the interests of creditors. “When formal insolvency procedures get underway, the behaviour of directors over the previous few years could come under investigation.

“They could become liable for wrongful trading if it’s found that they continued entering into contracts or accepting credit after they knew or should have known there was no reasonable chance of avoiding insolvent liquidation.

“The court could then order them to use their personal assets to help settle the company’s debts.

“Directors of insolvent companies are also obliged to treat all creditors equally so they must not give preferential treatment to friends or a company that is threatening to sue them.”

Peter says the problem for many directors is identifying the point at which they become insolvent so they should seek professional help as soon as problems start to emerge.

“Persistence is a good quality in business but directors must also recognise when the cause may be lost and then make sure they meet their obligations.”

Peter Sutherland is a Partner in the Business law Department at Andersons Solicitors. He can be contacted on 0115 988 6714 or by emailing psutherland@andersonssolicitors.co.uk