Brand Battles: Uber, Novartis, Coachella, General Motors

Law360, New York (August 11, 2017, 7:35 PM EDT) -- In Law360's latest roundup of new actions at the Trademark Trial and Appeal Board, Uber takes on a mortgage lender with a similar name, Novartis faces drug name pushback from a rival pharma giant, Coachella targets a "Filmchella" application, and General Motors says its "Hummer" trademark is alive and well.

Uber, but for Trademarks

Uber Technologies Inc. went to the board this week to block a California mortgage lender called Übermortgage Inc. from registering its name as a trademark.

Pointing to its UberEATS and UberPOOL brands,...
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