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OC marks man a marked man?
- Posted in: Trademarks
on 03rd April 2007 Link to this page
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California resident Joseph Lewis Aguirre has raised eyebrows in the Orange County area by trademarking 15 local place names, it emerged on 2 April. Particularly worried are the owners of local firms, who fear that Aguirre will use his array of rights to enforce changes in their business titles. According to the United States Patent and Trademark Office (USPTO), Aguirre intends to use the marks on his own products and their marketing campaigns.
Among the names he has chosen are Dove Canyon, Rancho Santa Margarita, Ladera Ranch, Tesoro, Trabuco and Coto de Caza – widely known by the abbreviation ‘CZ’, which he has also registered. His output is likely to include a clothing range.
The first firm to speak out against Aguirre was the CZ Master Homeowners’ Association. President Bob Varo fumed, ‘He tried to tell us we could not use the [CZ symbol].’ Also affected, yet so far resistant, was the Coto de Caza Golf and Racquet Club. ‘[Aguirre] made contact with us,’ said club director, Matthew Gabos. ‘According to our legal department he has no standing. We have not paid him any money.’
Local government executives were unruffled by the mark owner. Ladera Ranch town manager, Dennis Javens, said: ‘At this particular time all of the trademarks associated with Ladera Ranch are licensed for us to use by the developer. Our name and style is protected.’ Rancho Santa Margarita’s mayor, Tony Beall, added: ‘We're not a commercial enterprise; therefore, we are not subject to these trademark laws relating to geographic names. Any claim against the city would be completely baseless.’
The case is reminiscent of homemaking entrepreneur Martha Stewart’s attempt to trademark the name of her New York State neighbourhood, Katonah, for use as a furniture brand (click here for previous IP Review Online coverage). That case is likely to balloon this month, with residents tipped to file an opposition before the 11 April deadline.
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