Too little resemblance
Lacoste argued that its crocodile logo is iconic and that there’s a risk the public could be confused. But the Taiwanese trademark office disagreed. According to the office, the similarity to the Full Moon crocodile is not significant, due to added elements such as the name Cha La Wan and a female figure. Moreover, the Lacoste logo is only known as a clothing brand, and there is no indication it would be used for beer. Therefore, the risk of confusion or brand dilution is considered unlikely.
Often comes up short
The Lacoste crocodile has often come up short in its battles against rival crocodiles. It previously lost cases in Europe against these three brands. The European trademark office did not find them to resemble the Lacoste logo. That doesn’t really surprise me. Especially Lacoste’s action against the red crocodile on the left (is that even a crocodile?) seemed rather overconfident to me.
Bas Kist
