Mesriani Law Group Blog » trademark violation http://blog.mesrianilaw.com The Blog for Mesriani Law Group presenting an honest view at issues with the conduct of claims and litigation for Personal Injury, Social Security, Employment Law and Corporate/Business Law. Sat, 04 Sep 2010 00:23:28 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Beyonce “Sasha Fierce” Sued Over “Fierce” Trademark Violation http://blog.mesrianilaw.com/2009/09/17/beyonce-%e2%80%9csasha-fierce%e2%80%9d-sued-over-%e2%80%9cfierce%e2%80%9d-trademark-violation/ http://blog.mesrianilaw.com/2009/09/17/beyonce-%e2%80%9csasha-fierce%e2%80%9d-sued-over-%e2%80%9cfierce%e2%80%9d-trademark-violation/#comments Fri, 18 Sep 2009 04:08:00 +0000 Los Angeles Lawyer http://blog.mesrianilaw.com/?p=93

Mega-pop icon Beyonce Knowles has been sued for trademark violation by the popular clothing retailer, Abercrombie & Fitch Co. over her plan to use the name Sasha Fierce for a fragrance she will be launching.

Abercrombie has an existing men’s fragrance called Fierce which has been used in their outlets since 2002. It has held a trademark for the word “fierce” since 2003.

Sasha Fierce happens to be the name of the singer’s much-publicized alter ego and the title of her third solo album, “I am…Sasha Fierce”. Beyonce has previously applied in September 2008 to trademark “Sasha Fierce” for a fragrance and other items which was opposed by Abercrombie as using the name for the fragrance would create confusion.

According to the retailer’s lawsuit, using Sasha Fierce as the name for her fragrance which will be launched next year will unfairly benefit from the reputation Abercrombie has built for the scent and could confuse or deceive customers into thinking Abercrombie is associated with her fragrance.

Abercrombie & Fitch fragrance sales reached $190 million and it projects sales up to $64 million this 2009.

Coty Inc., who will be marketing Beyonce’s new fragrance released a statement saying that neither the terms Fierce or Sasha Fierce will be used in Knowles’ fragrance.

A trademark is basically a brand’s name. It includes any word, name, symbol, or device, or any combination, used, or intended to be used, in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others.

Sasha Fierce is undoubtedly, a name identified with Beyonce. But given that a trademark has been claimed first by Abercrombie, they have the ultimate right to use the word “fierce”.

On the strength of their trademark, Abercrombie can bar any person or company from making use of the word fierce and prevent them from competing against their brand.

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