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.
The Levis among mattresses
18 December 2023
German company bett1 has clearly taken inspiration from the jeans brand Levi’s. Like Levi’s, bett1 tries to distinguish its mattresses with a red tab. However, unlike Levi’s, bett1 is as yet unable to obtain European trademark protection for this mark. In October 2023, the European trademark office EUIPO refused registration due to
lack of distinctive character. The big difference, of course, is in the familiarity: the Levi’s tab has been around for more than 80 years and is well established and has acquired distinctiveness as a trademark.