Question

Based on the discussion in the lecture video, Justin Timberlake was hired to record the music that was used to the "I'm Lovin It" campaign. The song was written by several artists including Pharrell Williams, Tom Batoy, Andreas Forberger, and Franco Tortora. Who own the intellectual property of "I'm Lovin It" slogan?

Answer 1

The brand's tagline is a phrase used to connect a company with customers and their goods and services in general. The associative memory of the general public also includes a specific sequence of words used repeatedly to advertise a brand or company in relation to its goods and service.

Taglines are used primarily for advertising because they are recognizable and differentiate the brand and convey some feelings in relation to the brand. For example, this specific relationship comes from a mere mention of the name, where you refer to McDonald's and immediately think of the phrase "I'm Lovin 'It", which means that the phrase in question is somehow Is violent.

It is submitted that protection may be granted as a trademark for a specific brand tagline if it meets the criteria for exclusivity and non-descriptiveness. If the tagline includes a generic term or generic expression, a slogan or slogan is secondary in the degree to which customers and the general public associate it with a specific brand or company through widespread use, advertising, and campaigning. Proper documentation and detailed records relating to the use and promotion of brand taglines are necessary to avoid undermining public goodwill.

It should also be noted that brand taglines are generally not protected by copyright as a result of the use of common site terms and courts are hesitant to consider them to be original literary or artistic works. McDonald's has also given the slogan 'I am a lover' in most of its food packages and did not make a major announcement that the company will exclusively use another in the near future.