{"id":1122,"date":"2019-06-05T15:15:49","date_gmt":"2019-06-05T15:15:49","guid":{"rendered":"https:\/\/agromavens.com\/?p=1122"},"modified":"2021-11-19T16:48:13","modified_gmt":"2021-11-19T16:48:13","slug":"agricultural-trademarking-sees-off-case-ih-versum","status":"publish","type":"post","link":"https:\/\/agromavens.com\/index.php\/2019\/06\/05\/agricultural-trademarking-sees-off-case-ih-versum\/","title":{"rendered":"When is a Versum not a Versum?"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-1024x782.jpg\" alt=\"Case IH agricultural trademarking Versum\" class=\"wp-image-1126\" srcset=\"https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-1024x782.jpg 1024w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-300x229.jpg 300w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-768x587.jpg 768w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-916x700.jpg 916w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-590x451.jpg 590w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1-363x277.jpg 363w, https:\/\/agromavens.com\/wp-content\/uploads\/2019\/06\/Case_IH_Versum_modified-1.jpg 1800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Agricultural trademarking isn&#8217;t simple<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only a couple of months ago I <a href=\"https:\/\/agromavens.com\/index.php\/2019\/02\/01\/lost-in-translation\/\">wrote about companies<\/a> whose new product launches or market entries were let down by some rather dubious translations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now it seems a tractor manufacturer has been caught out \u2013 although translation\u2019s not, on the face of it, the problem. Rather, Case IH is having to withdraw the Versum brand name because it\u2019s too similar to another name in the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The unusual case was reported by Dutch machinery publication <a href=\"https:\/\/www.mechaman.nl\/landbouwmechanisatie\/2019\/05\/24\/case-ih-moet-naam-versum-trekker-veranderen\/\">Mechaman<\/a>. It\u2019s acutely embarrassing for Case: the new brand was launched only in February, at the SIMA exhibition in Paris.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now the manufacturer has instructed its dealers and distributors to pulp all promotional material that mentions the brand, and to take down any social media posts or website pages containing the Versum name, in an effort to contain this agricultural trademarking dispute.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s not just a case of rebadging the tractors and\nissuing new brochures. Under the rules for EU tractor homologation, the renamed\nrange will have to undergo the whole inspection process all over again. For a range\nthat was slated for launch in early summer, that means no deliveries until September.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mechaman speculates the name was too close to Versu, the trademark\nfor <a href=\"https:\/\/valtrateam.valtra.com\/en\/technology\/versu-transmission-powershift-revolution\/\">AGCO\u2019s\nValtra<\/a>, but Case has provided no further details of the circumstances\nsurrounding the withdrawal of the Versum name. Nor is there any indication of\nhow it will replace the brand name.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Such situations inevitably attract speculation, especially\nin the absence of any firm detail. On the one hand, Versum and Versu seem uncomfortably\nsimilar for products within the same class. Yet it seems incredible that Case\nwould not have done its homework, nor taken advice from its trademark attorneys,\nin choosing to use the Versum brand. So Valtra might not be the source of the\ncomplaint; it could relate to a product in a completely different sector, in\npossession of a wide-ranging trademark classification. It could also relate to\na product that\u2019s not yet on the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lessons to be learned? One thing&#8217;s for certain: this will have cost Case a great deal of money to rectify. But without all the details, it\u2019s impossible to draw conclusions. Just as translation of a strapline or slogan into a foreign language demands absolute attention to detail, so too do trademarks. It&#8217;s something we take utmost care over when working with clients on agricultural trademarking projects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once a client\u2019s signed off on a new brand creation, we pursue one of two routes. Our larger clients often have in-house trademark attorneys, or at the very least a retained agent, who will handle the whole process. For smaller clients, or those new to the market, we\u2019ll use a dedicated IP agent with experience in agtech or agriculture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whichever route is applicable, we\u2019re always excited (and relieved!) when a brand receives its formal trademark recognition; it\u2019s the satisfying culmination of an involved process. So I can imagine that someone in Case IH will be pretty despondent about the Versum situation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ll be looking out for more details on the Versum story as they appear.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Agricultural trademarking isn&#8217;t simple Only a couple of months ago I wrote about companies whose new product launches or market entries were let down by some rather dubious translations. Now &#8230; <\/p>\n","protected":false},"author":1,"featured_media":1125,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[68,29,103],"class_list":["post-1122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-news","tag-market-entry","tag-tractors","tag-trademarking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agricultural trademarking problems: When is a Versum not a Versum?<\/title>\n<meta name=\"description\" content=\"Agricultural trademarking problems: Case IH Versum brand is ditched, months after launch, as manufacturer cites trademark difficulties\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agromavens.com\/index.php\/2019\/06\/05\/agricultural-trademarking-sees-off-case-ih-versum\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agricultural trademarking problems: When is a Versum not a Versum?\" \/>\n<meta property=\"og:description\" content=\"Agricultural trademarking problems: Case IH Versum brand is ditched, months after launch, as manufacturer cites trademark difficulties\" \/>\n<meta property=\"og:url\" content=\"https:\/\/agromavens.com\/index.php\/2019\/06\/05\/agricultural-trademarking-sees-off-case-ih-versum\/\" \/>\n<meta property=\"og:site_name\" content=\"Agro Mavens. 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