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Gatorade 'Sports Fuel' Campaign Makes Boosting Brand Value Big For SportFuel

Executive Summary

SportFuel alleged Gatorade began using "Sports Fuel Company" slogan in 2016 as “attention getting symbol” and argued PepsiCo included a trademark indication with the slogan, according to a ruling by US Seventh Circuit Court. "It definitely does not make life easier when you have a large competitor such as Gatorade 'taking away' your brand identity, but a brand’s identity is made up of more than just a slogan/name," says Vincent Duong of Simon-Kucher.

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