Page 143 - CL How to Read a Case Study

Teaching

Note

Comparisons

The rationale of McDonalds objection to Supermac’s

registration was that:

"The basis of their registration was that it would create some

confusion with customers as to which restaurant they were in —

even though we have a totally different logo, totally different

decor, totally different food offering."

Pat McDonagh (Ref 4)