Bloomberg Law
Jan. 24, 2020, 11:45 AM

Trademark Loss for 161-Year-Old Insurer Shows Risk of Rebranding

Kyle Jahner
Kyle Jahner
IP Reporter

An insurance company’s failed attempt to revive the term “Equitable” that it had used for over 150 years underscores the importance of continuously using a trademark and the risks of abandoning a well-established mark even for a short time, attorneys say.

AXA Equitable Life Insurance Co. is appealing a preliminary injunction that a Utah federal court issued Jan. 21 after finding that the insurer abandoned “Equitable” from 2014-2017 during a brief re-brand to AXA. The court temporarily barred AXA from rebranding itself “Equitable,” saying it would cause confusion with the Equitable Life & Casualty Insurance Co.

The case shows how ...

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