Vs

 The Issue  Coors Light  Kokanee  David Versus Goliath  Intellectual Property  Conclusion  References

 Coors light had established the stylized two – peak mountain logo in its advertising and marketing schemes  Kokanee releases new campaign in Summer 2009 which features a new Kokanee logo

Brewed by Columbia Brewing since 1959 Most commonly found in Canada’s western provinces  A pilsner – style lager Best selling beer in British Columbia

Brewed by Molson Coors Brewing Company since 1978 Third best selling beer in the United States 9,700 employees

 Intellectual property is a number of distinct types of legal monopolies over creations of the mind, both artistic and commercial, and the corresponding fields of law.  Under intellectual property law, owners are granted certain exclusive rights to a variety of intangible assets, such as musical, literary, and artistic works; ideas, discoveries and inventions; and words, phrases, symbols, and designs.  Common types of intellectual property include copyrights, trademarks, patents, industrial design rights and trade secrets in some jurisdictions.

 No legal ruling as of October 25 th, 2009  Importance of Intellectual Property consideration during creation and development of advertising and marketing materials.

Works Cited  Retrieved October 22, 2009, from any  Retrieved October 22, 2009, from  Retrieved October 22, 2009, from  Semansky, M. (n.d.). Labatt defends Kokanee’s mountain territory. Retrieved October 22, 2009, from Marketing Mag: e.jsp?content= _134148_728