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.
18 December 2023
Although it’s been a while, still interesting enough to report: Toblerone has failed to remove Swissone’s bar from the market. According to Kraft Foods, the owner of Toblerone, Swissone is too similar to the familiar shape of the Toblerone. According to the Swiss judge, however, there is sufficient distance. No danger of confusion, case closed. That much is clear. But could the choice of that name Swissone, which also ends in One, be a coincidence?