'What Is In A Name?' :: Mmegi Online

Showtime Writer, Mompati Tlhankane takes a look through a less casual lens following a dispute, five years unfolding, over the brand name, ‘Amantle Brown’ ”What's in a name? That which we call a rose by any other name would smell as sweet” is a quote taken from the tragedy Romeo and Juliet by William Shakespeare (circa 1600). By today’s brand-driven standards the above quote would make Shakespeare's approach somewhat cavalier.

While one was born with the name, the other cultivated its goodwill over the last five years, but neither one is willing to let it go without a fight. One is bearer of goodwill of the ‘brand name’ that she put value into and the other is prepared to go commercial with her own name, but neither one has claim to the trademark, according to the Companies and Intellectual Property Authority (CIPA).

It was perhaps William Shakespeare’s love tragedy that pondered in cavalier fashion with one of his most famous quotes that would in time set the scene for both the young women who are ready to lawyer up for brand name, ‘Amantle Brown’.

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