A company should be mindful of how the public perceives and uses its trademarks in Japan.
Japanese is prone to abbreviate trademarks. Occasionally, the abbreviation has no resemblance to its original name.
For example, ABERCROMBIE & FITCH is popularly called “ABA-KURO” among general public in Japan. Likewise, DOLCE & GABBANA can be called “DOLU-GABA”. STARBUCKS COFFEE is known as “SUTABA”. TOMMY HILFIGER is called “TOMI-HIRU”.
Where a trademark is composed of five sounds or more, you should mind that general public in Japan gets to call the mark in abbreviation contrary to brand owner’s intention.
BMW is even called as “BI-EMU”.
Most popular name recognized in abbreviation is McDonald without doubt. We seldom call “McDonald” as it is. One of the most popular fast-food chains and one of the top franchises in the world has always been called “MAKUDO” or “MAC”.
A combination mark is an easy target for abbreviation as well.
BOTTEGA VENETA is call “BOTTEGA”. LUIS VUITTON is known as “VUITTON”.
Trademark abbreviations may serve as a barometer for well-recognition of the mark among general public in Japan. In the meantime, abbreviations or nicknames used by the public are not protected under the respective registrations given that they have no resemblance to the original names e.g., “ABA-KURO” and “DOLU-GABA”.
Using abbreviations, nicknames, and acronyms as trademarks may be appealing from a marketing perspective, however, trademark protection for an abbreviation has to be sought independently from the trademark protection that its extensive version might be already enjoying, and vice versa.
A company that seeks trademark protection for an abbreviation should abide by the standard trademark requirements.
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