1. Vs

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

3.  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

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

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

7.  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.

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

9. Works Cited  Retrieved October 22, 2009, from http://en.wikipedia.org/wiki/Molson_Coors_Brewing_Comp any  Retrieved October 22, 2009, from http://en.wikipedia.org/wiki/Kokanee_beer  Retrieved October 22, 2009, from http://en.wikipedia.org/wiki/Intellectual_property  Semansky, M. (n.d.). Labatt defends Kokanee’s mountain territory. Retrieved October 22, 2009, from Marketing Mag: http://www.marketingmag.ca/english/news/marketer/articl e.jsp?content=20090917_134148_728