In another fight over branding, Colgate is suing Chattem and Johnson & Johnson for trademark infringement over the word “Total” in Chattem’s branding of Act mouthwash as well as using the same concept in its TV advertisements.
From bNET
"Chattem made many public statements, indicating that it was aware of the value of Colgate-Palmolive’s TOTAL Brands, that it saw “great potential for bringing the Total concept … into the mouthwash category,” and that its plan was to launch a mouthwash trading off the unique concept and goodwill of TOTAL."
Q1. Why is branding important?
"Chattem made many public statements, indicating that it was aware of the value of Colgate-Palmolive’s TOTAL Brands, that it saw “great potential for bringing the Total concept … into the mouthwash category,” and that its plan was to launch a mouthwash trading off the unique concept and goodwill of TOTAL."
Q1. Why is branding important?
Q2. What is the value of a brand name?
