Louis Vuitton vs Louis Vuiton Dak

Louis Vuitton identified a Korean tavern that was using a variation of its name (“Louis Vuiton Dak”) and a similar logo. The company took legal action, obtained a ban on its use, and imposed a fine when the business attempted a deceptive change (“Louisvui Tondak”). The case is considered an example of clear infringement of the reputation and mark of a luxury brand.

Type of Confusion: Absolute confusion of origin - the consumer perceives a misleading connection
Claimant's Strategy: Absolute legal defense of every phonetic or visual variation of the brand

• Countries: South Korea
  


• Year/Period: 2016-2018
  


• Sector: Fashion vs Food service
  


• Subject of dispute: Word & figurative mark - “Louis Vuiton Dak”
  


• Winner: Louis Vuitton
  


• Loser: Louis Vuiton Dak
  


• Cost to Winner: Unknown (opposition & lawsuit proceedings)


• Cost to Loser: 14.5 million won (approximately 12,750 US dollars at the time), full rebranding, international negative publicity


• Source of Decision: Fashion Network