Violation Type:Brand Bait and Switch

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Violation Type

Brand Bait and Switch

A brand name with an established reputation is sold to another entity. The new entity does not receive the assets and personnel used by the prior entity, and so bears no real relationship to the prior organization.

For customers who trust the brand, this is essentially a bait and switch; the brand no longer has anything to do with the organization and set of personnel that they have come to trust.

There are many circumstances in which a brand may be sold. For example, the closure of an organization may result in the liquidation of its assets, including trademarks. These trademarks may be obtained by an unrelated organization.