Gucci wins trademark case against Guccio Gucci

What's in a name? A lot of legal bother if it happens to be Gucci.

The Gucci logo. The double interlocking G's do not stand for Guccio Gucci... Photo: REX

We love it when a family finds a name they like and sticks to it, like George Foreman who named his five sons George (George Jr., George III, George IV, George V and George VI), and Jermaine Jackson who named three of his eight offspring Jermaine, Jaimy, and Jermajesty.

Sadly, however, such family pride doesn't always lead to happy endings.

Yesterday in Florence, a judge ruled against Guccio Gucci and his brother Alessandro Gucci, the great-grandsons of Gucci founder, Guccio Gucci in an intellectual property case brought by the Gucci Group.

WWD report that Guccio and Alessandro's handbag and accessories firm ToBeG Srl has been found guilty of infringement of Gucci's trademarks "illegitimately" using the names "Gucci" and "Guccio Gucci" for its marketing communications and website activities.

The judge ruled that the use of the name 'Guccio Gucci' "determined an unfair association" between ToBeG's products and Gucci's trademarks, and said that its behaviour "constitutes an act of unfair competition to Gucci's detriment because the advertising materials of the defendant caused confusion with Gucci's products and business activities and took unfair advantage of the qualities and reputation of Gucci's products".

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