Page 142 - CL How to Read a Case Study

Teaching

Note

Tit-For-Tat

"We've been saying for years that they (McDonald's) have been

using trademark bullying. “

"This is the end of the McBully."

Pat McDonagh (Ref 4)

"They should have used the name McDonald's to object to

Supermac's but they didn't — they used the Big Mac." (Ref 1)

Had McDonalds not objected to the registration of

Supermac’s trademark they would probably not have lost

their signature Big Mac trademark.

In a sense they did not look to the reactions of their

competitor and the possible tit-for-tat response that

followed their attack.