IT MAY seem unbelievable, but Louis Vuitton - one of the world's most powerful luxury brands - went head to head with a Korean fried chicken shop this week over the use of its name and logo. Vuitton alleged that the restaurant - called "LOUISVUI TON DAK", taken from the word "tongdak", which means whole chicken in Korean - damaged the "originality and value" of the Vuitton brand.
The court also ordered that he pay 14.5 million won (around £8,500) to Vuitton after failing to comply with a similar ruling on a previous company name last year. The plaintiff disputed the ruling, claiming that the second name - "chaLOUISVUI TONDAK" - was sufficiently different from the first one banned by the court, but the court ruled against him.
It's not the first time that a major brand has taken on a much smaller food producer. Chanel took exception to a chocolate bar named No 5, created by a small Austalian chocolatier, which it felt had overstepped trademark boundaries.
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