Why Brands Need to Protect Their Trademarks
There are many companies that actively protect their trademarks when it comes to domain names. Some utilize the UDRP process and others use the legal system to take control of their domain names. They don’t want other companies to make money off of their brands and trademarks, and they don’t want to consumers to be tricked into buying products that aren’t licensed.
One company that doesn’t appear to aggressively defend its marks when it comes to domain names is Sub Zero. Upon looking for a licensed / certified Sub Zero repair company in Google, I see many companies with Sub Zero in their domain names. Some use the Sub Zero domain names as websites and others seem to use them as simple SEO friendly landing pages.
Having the brand in a domain name makes it seem that they are licensed by the company, when they might not actually be licensed. There appears to be a significant amount of private companies operating on domain names that have the SZ brand, and it is not clear whether they have approval to do so, although some might say that not going after these users is sort of a tacit approval.
According to UDRPSearch.com, Sub-Zero, Inc. filed one UDRP for esubzero.com, and the company was victorious. There may be other filings, but I could not find another UDRP filed by the company. There may also be litigation related to domain names, but I did not find anything.
I don’t know about you, but I don’t want to pay a technician to come out and perform repairs on my refrigerator when they may not be licensed to do those repairs, and possibly worse, may not use company made parts. When you spend hundreds (or even thousands) of dollars on repairs, you want to be sure that you are getting parts and services that are approved by the company.
As a consumer, it’s annoying to see people use brands in domain names when they probably shouldn’t.