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Fighting Fakes

Courts Are Providing Increased Protection For Those Who Create Products And Packaging.

By Steven C. Bahls

Opinions expressed by Entrepreneur contributors are their own.

Since 1905, family-owned Frank Brunckhorst Co. has been sellingits meats, cheeses, hot dogs and condiments under the nameBoar's Head. Proudly identifying its products with a logo of aboar's head in a circle or an oval, the company has developed anetwork of distributors and expanded over the past decade from itsoriginal New York market to retail stores nationwide. So imaginethe owners' surprise in April 1994 when a major beer companyrolled out a new beer brand bearing a similar logo and the name"Boar's Head Red."

There had been no confusion 10 years earlier when the samebrewer, G. Heileman Brewing Co. Inc., introduced a Blue Boar lineunder its Weinhard's label. The new red beer, though, hadcustomers asking Brunckhorst distributors when they'd gone intothe beer business.

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