Creative Use of Intellectual Property LawI have to confess I admire this in a weird way.
While it is a unique case, it should not be shocking that the bikers are so defensive about their logo, says Prof. Ken Hardy of the Ivey School of Business at the University of Western Ontario in London.
"This is basic marketing: you define yourself," said Hardy, who teaches business students the importance of brand identification – or "branding" – in mainstream marketing.
If they lose the power of their trademarked logos, Hardy says, "they're diminishing their stock as a badass." That stock helps them recruit members, conduct business and feel special, the professor says.
What I did NOT know is that the Hells Angels are headquartered in Oakland, California. Having lived near there, I am not really surprised.
Lawyers representing the Hells Angels have already notified the court that all items bearing the Hells Angels' winged-skull logo are the property of the club's headquarters in Oakland, Calif., and not individual bikers.