Gatorade 'Sports Fuel' Campaign Makes Boosting Brand Value Big For SportFuel

SportFuel alleged Gatorade began using "Sports Fuel Company" slogan in 2016 as “attention getting symbol” and argued PepsiCo included a trademark indication with the slogan, according to a ruling by US Seventh Circuit Court. "It definitely does not make life easier when you have a large competitor such as Gatorade 'taking away' your brand identity, but a brand’s identity is made up of more than just a slogan/name," says Vincent Duong of Simon-Kucher.