Battle of the supermarket logos: what could Tesco have done differently?

The UK’s biggest supermarket’s recent loss in its dispute with Lidl is ultimately a costly failed branding campaign. Richard May and Robyn Trigg of Osborne Clarke examine why, and explain how brands can avoid the same fate.

Already registered?

For multi-user price options, or to check if your company has an existing subscription that we can add you to for FREE, please email Adrian Tapping at atapping@newtonmedia.co.uk

More on this story

Trademarks

Reaction: Tesco’s loss could cost ‘millions’ after justices 'reluctantly' dismiss logo appeal

20 March 2024 In the supermarket battle, Lidl proved that enough consumers think Tesco’s Clubcard logo held a price-matching message. WIPR gauges reaction from lawyers—including counsel for both parties.

Trademarks

Price-matching message checks out for Lidl

20 March 2024 Witnesses, surveys and consumer reactions were among evidence that helped convince courts that Tesco’s sign conveyed a false price-matching message and a change in economic behaviour, explain Bird & Bird’s winning team.

Trademarks

Battle of the logos: Tesco takes on Lidl in UK Court of Appeal

19 February 2024 Three-day hearing begins between major supermarkets to decide trademark, copyright and passing off claims | Hearing follows Tesco’s appeal against finding of infringement of Lidl’s logo | Court expected to address clarity over bad faith and evergreening.

PanOptis throws down gauntlet against ‘SEPs bully’ Apple pre-hearing

Puma, Brooks draw line under ‘Nitro’ running shoes feud

Birkenstock fails to show artistry in sandal copyright bid

USPTO names new deputy director as top job rumours grow

Why Nike’s retro shoe fail could set a precedent in design strategy

Getting creative with Canva’s IP lawyer: ‘It’s important to find your own voice’

Will the US Copyright Office’s AI stance create more problems than it solves?

Crocs continues unlucky streak in EU clog design case

Battle of the supermarket logos: what could Tesco have done differently?

More on this story

Editor's picks

Editor's picks

More articles