Bas Kist is mede-oprichter van Merkenbureau Chiever. Hij schrijft regelmatig artikelen over merken- en auteursrecht in de Volkskrant en Adformatie. Daarnaast is hij docent bij de European Institute for Brand management EURIB.
Puma wins, but not for beer
18 December 2023
The reputation of sports brand Puma is so great that it may stop the European registration of Zisan’s logo, which also features a feline beast. At least, as far as products such as energy drinks or soft drinks are concerned. For beer, Zisan does get registration, the European Trademark Office determined in October 2023.
Reason for this split: energy drinks and soft drinks are also often encountered in sports contexts. And therefore consumers can make a connection with Puma. This does not apply to beer. Whether it will benefit Zisan is the question, because the brand does not give the impression that it will also be used for beer.