"Aloha Poke": Social Media and Consumer Perception are Part of the Trademark Enforcement Equation
KMK Blog
AUGUST 21, 2018
Once a company owns a trademark, it must police the mark for unauthorized use, or risk losing its rights. As a result, companies will send “cease and desist” letters to enforce and protect their marks. At times, however, legal rights are only one consideration. Public opinion and consumer perception are also part of the equation, as the Aloha Poke Co. (“Aloha Poke”), a Chicago based restaurant, recently learned firsthand.
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