Anheuiser Busch Vs. Budvar

9 Pages 2263 Words

o sue the Czechs on a country-by-country basis to win that right. What Anhauser-Busch does with this offer and if and when the trademark dispute is settled is the focus of our paper. This is a very interesting case, because there are two different companies with different beliefs. Because, they are from different countries they follow different sets of laws. In this case we will try to come up with a resolution that will benefit both the American and Czech Budweiser. Key Issues Anheuser-Busch is the world’s largest brewing company. Budweiser is a popular trademark of Anheuser-Busch. A problem is that Anheuser-Busch can’t use it trademark Budweiser name in every country of the world. This goes back to European brewing industry, which dates back to the 14th century. Back then Bohemia, now the Czech Republic was famous for its beers. One particular town called Budwies was the center of this brewing history and activity. A person from Budweis would be know as a Budweiser; the same would be true of the town’s beer. In 1985, the Budejovicky Budvar brewery was established in Budweis, and its beer was officially named Budweiser, the beer of kings. (Budweiser Case 202). So Anheuser-Busch had to find a way to market the Budweiser name in European countries. So in 1911 they signed an agreement with Budvar that allowed them to sell Budweiser beer in continental Europe. This would help end the trademark issue. There were many responses to the Anheuser-Busch and Budejovicky Budvar agreement. The Czech consider the name Budweiser to be more than just a brand name. In United States, a name brand is just a name brand. It doesn’t represent anything. Americans try to sell the name brand in the United States. Americans are just trying to sell the name brand image. The Czech Budweiser meant a geographic name that indicates a product’s origin and is a source of Czech national pride. In 1958 the Czech Republic signed a European agreement that denote...