Svenska telefonoperatören Teleman vinner varumärkestvist mot Amazon

 In Amazon, Branding, Business, Design, Design trademark, Trademark, Trademark law

Trademark law often does not take into account how big or small a company is when deciding issues of trademark infringement. It was clear once again in mid-May [May 15] when the Swedish telephone operator Teleman won a battle against the world’s largest company, American Amazon, which claimed that Teleman’s logo was too similar to the one Amazon uses for its voice assistant Alexa.

Teleman had sales of around 23 million in 2019 and made an operating profit of around 2 million, while Amazon during the same period had sales of a staggering 280 billion dollars (about 2,600 billion kronor) and reported 14 billion dollars (130 billion kronor) in profit. However, this did not matter when the case was decided by PRV in Teleman’s favor.

The dispute between the companies arose when Amazon claimed that Teleman’s new logo was too similar to the one they themselves use as a logo for their voice assistant, Alexa. See the logos below:

”Vi ser gång på gång hur detta händer inom varumärkesjuridiken. Stora bolag försvarar sina rättigheter väldigt brett och det kan ofta skrämma mindre företag till att ge sig innan tvisten ens avgjorts exempelvis via Patent- och Registreringsverket eller EUs varumärkesmyndighet EUIPO. Det är dock inte så enkelt som att det största bolaget vinner. Teleman lyckas i detta fall visa dels att skillnaderna är tillräckligt stora mellan varumärkena trots dess uppenbara likheter, men också att man inte behöver backa bara för att ett mångmiljardbolag säger åt en att göra det.” kommenterar Jarno Hottinen, VD och grundare på Otmore.

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