Red Cross in commercial dispute
Medical firm Johnson & Johnson (J&J) is suing the American Red Cross over allegations that the charity has been misusing the red cross symbol for commercial purposes and financial gain.
The red cross symbol was first used as a trademark by J&J in 1887 when the company was incorporated. Shortly after an agreement was made with the American Red Cross to allow them ‘exclusive use’ of the trademark. Things have been going well over the last century and this symbol has become instantly recognised the world over as being for a charity that aids in disaster relief.
Unfortunately the charity has now started to license the use of the trademark to several businesses, and of course J&J do not want to complete with companies using a trademark they already own.
I wonder how much was said in ‘private discussions’ before they decided to sue? It will be interesting to see how this one plays out and what the results are. I’m sure J&J will succeed in the prevention of other commercial entities using the symbol - but where will that leave the relationship between them and the American Red Cross?
If this relationship does end in tatters, how much money would need to be spent on rebranding - and how would that affect the coffers which are usually used to give aid and relief to those who need it?
Full article available on the BBC news.