Trademark battle could force TV channel Dave to change name

Dave, the male-skewed UKTV Freeview channel, could be forced to rebrand after the Engine-owned branding consultancy Dave won a legal ruling over the right to use the name.

Dave: TV channel could be forced to rebrand
Dave: TV channel could be forced to rebrand

A trademark application made by the TV channel, which launched in October 2007, was rejected by the European Union last week after opposition from Dave, the branding consultancy founded four years earlier.

The success of the Dave channel, so-called because "Everyone knows a man called Dave", prompted UKTV to announce plans to rebrand its entire portfolio in June 2008.

After a two-year investigation the EU's Office for Harmonisation in the Internal Market rejected UKTV's Dave's application to register the trademark in the majority of categories because of the branding consultancy’s earlier use of the name.

Though Dave's application in relevant categories, including advertising, broadcasting and the production and distribution of TV, was rejected, the TV channel does have permission to use the name on decorative magnets and stationery.

The branding consultancy's application to register the trademark will now be considered by the European Union while Dave, the TV channel, has two months to appeal against the decision.

Dan Bobby, chief executive of Dave branding consultancy, said: "We do a lot of brands and naming and it's very important that we go about protecting our own intellectual property.

"It's what we do for brands. Why would they use us to create a brand if we're not prepared to protect our own? We launched in 2003 and part of our reason for the name was its originality."

Should Dave, the consultancy, win the right to register the name Dave as a trademark, the TV channel could be forced to change its name or pay the consultancy compensation.

UKTV declined to comment.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More