Marlboro has one of the most recognizable logos in the world. Why? It's simple and adjustable to different sizes and color palate. There is a red logo, gold, silver and green. Because of it simplicity and sophistication the Marlboro logo and trademark are envied by many.
Wannabe or genuine
A few years ago the National Intellectual Property Institute received a request from a Portuguese tobacco company Empresa Madeirenese de Tabacos to register its brans MARBELO as a trademark. The Institute rejected the request on the grounds of rather close phonetic and graphic resemblance between the two. After all, Marlboro is the world-renowned brand and trademark registered many years ago.
The Portuguese company than filed a petition in the Supreme Court that overruled the decision of the National Intellectual Property Institute. The Supreme Court stated there was no real resemblance phonetic or otherwise between Malboro and Marbelo. Furthermore, Marbelo has some distinct elements and colors which Marlboro doesn"t possess. So it is extremely unlikely for a customer to confuse between the world-wide known Marlboros and the local Portuguese Marbelos.
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