ABSTRACT

Branding is a major management tool in modern commercial marketing. Needless to say, commercial airlines rely heavily upon their trademarks, from the airline logo displayed at the back of the aircraft and the livery of the aircraft to the dress worn by the glamorous stewardess. Furthermore, as in every other competitive business, airlines have their own catch phrases for advertising their product, which have been the cornerstone of their business development. Since all trademarks used by airlines are distinctive, they have an inherent legal right to consider them exclusive and to bring an action in a common law court if any person were to copy their trademark or to introduce similarity with intent to confuse the consumer into believing a link to exist between the original trademark holder and the person who borrows the idea.