Mattel Inc v 3894207 Canada Inc the marketplace. Mattel Inc v 3894207 Canada Inc Mattel Inc v 3894207 Canada Inc is a leading decision of the Supreme Court of Canada on the infringement of famous trade-mark names. The Court found that Mattel Inc. could not enforce the use of their trade-marked name "BARBIE" against a restaurant named "Barbie's". Barbie’s restaurant, a Montreal chain of "bar-and-grill" type restaurants catering primarily to adults, applied to register the trade-mark "Barbie’s" and an associated design with respect to "restaurant services, take-out services, catering and banquet services." Mattel Inc. owns the "Barbie" trade-mark, and has a worldwide reputation for Barbie dolls
Umbrella brand of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines (e.g. brand extension). Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names--dual branding strategy--by practitioners in China for the Minute Maid Orange Pulp juice drink launch. "A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A