Trick food utilizes combined abnormal ingredients and features offering uncommon tastes. An additional illustrative type of argument Starbucks could make to counter the lawsuit would be that the trademark “Unicorn Latte” has a commonly understood meaning to coffee buyers, and that the overall mark is thus ‘descriptive’ or ‘suggestive’ of the goods in association with which it is used.
4). The End had sued Starbucks over its colorful unicorn Frappuccino. ... with no permanent health problems when consumption of black licorice stops,” Goldberg claims that has not been the case for him. Starbucks Coffee’s Strengths (Internal Strategic Factors) This component of the SWOT analysis model deals with the internal factors that the company can use as strengths to address weaknesses and protect the business against competition. In 2017, Starbucks enjoyed a 26% growth in followers as it gained nearly 3.3M new followers. IP Case Study.
From an IP perspective, there are a few things at play.
Case Study of Starbucks 1.
The IP issues that come into play make this an interesting trademark case study.The reader should first note that before a trademark is registered, rights are limited geographically to where the mark has been used in commerce.
Starbucks’ latest endeavor proved there’s great return from leveraging current social media trends to gain free marketing from customers, further acknowledging the importance of maintaining an online presence and staying relevant on social channels.Curator PR is a Seattle lifestyle PR agency.All rights reserved - Curator® 2014Curious about Starbucks’ images on Instagram, I decided to do a quick search. Their photogenic, vibrant, Instagram-friendly Unicorn Frappuccino was an instant hit on the platform. Starbucks’ strategic maneuver to attract social media users with their trendy drink’s aesthetic – perfect for visual platforms such as Instagram and Snapchat – makes marketing a little easier, especially with social media features such as hashtags, which can be deliberately used to optimize searches and content accessibility.Looking at Starbucks and its Unicorn Frappuccino as a prime example, other companies can increase brand awareness and brand success through strategic planning around social media trends.
Their Frappuccino is made from a mango-based crème, blue syrups and features a colour-changing experience as the drinker stirs the drink. To put it simply, Starbucks could argue that upon seeing “Unicorn Latte”, a coffee buyer would understand that the branding pertains to a latte (a well-known type of coffee drink) with a specific ‘unicorn’ colour theme (evoked by the word “Unicorn”). That number does not count posts with similar hashtags such as #unicornfrap, #unicornfrappe, or others derived from the drink’s name or those that were misspelled. Essay on Case Study Analysis of Starbucks Corporation I. By utilizing social media as a medium for user-produced publicity, Starbucks and other brands are changing the way marketing can be transferred from the company itself to the customers it serves.
Today, Starbucks serves Frappuccino blended beverages in all of its 66 countries and offers more than 36,000 different drink combinations. History 1971 The first Starbucks … RELATED VIDEO: Starbucks Sued Over Unicorn Frappuccino. "The FRAPPICINO mark only differs from Starbucks Coffee Co.'s FRAPPUCCINO mark by one letter and is phonetically identical," the letter reportedly stated. I found that as of April 26 at 3 p.m., 27.5 million Instagram posts contained the hashtag #Starbucks and 155,000 posts used the hashtag #unicornfrappuccino.
... Frappuccino. I first saw a post of the Unicorn Frappuccino on my Instagram feed on April 19, the day it was released. If the argument was proven, this could mean that The End has minimal trademark protection in “Unicorn Latte” due to longstanding trademark protection requirements, essentially because by being ‘descriptive’ it may be incapable of distinguishing The End as the source of the drink. By searching the USPTO site, Starbucks could have known that The End’s trademark had not yet been approved, making it possible for Starbucks to sell a drink with the name “Unicorn”, without much risk of trademark infringement during the drink’s limited run outside of Brooklyn where it was in use by The End.In the Lawsuit, the plaintiffs seek unspecified compensation for “infringing, diluting, and otherwise diminishing the value of the Plaintiffs’ intellectual property.” Not only did the new Frappuccino create buzz for the household coffee company, but it also helped to generate excitement for Starbucks’ much-anticipated, seasonal Frappuccino happy hour promotion. Around the world there are unique Frappuccino flavors that reflect the diverse palates of global customers, such as Coffee Jelly Frappuccino and Red Bean Green Tea Frappuccino in Asia, Algarrobina Frappuccino with syrup from the Black Carob … In this case, Starbucks Coffee’s main strengths are: Strong brand image; Extensive global supply chain Starbucks has indicated that they were simply inspired by the online trend of unicorn-themed foods in coming up with the Unicorn Frappuccino, and that the Lawsuit has no merit. They saw a lot of success with their creation within the local community and over social media, which led them to file for a trademark on January 20 of this year.From an IP perspective, there are a few things at play.The backlash over Starbucks’ actions seemingly stems from the problems of differentiating between both the drinks and who is responsible for the original creation.
The End filed a trademark application for UNICORN LATTE in January of this year.
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