Proctor & Gamble applies to trademark acronyms ‘LOL’ and ‘WTF’

In news that has confused as well as amused many, Proctor & Gamble (P&G), the global household name that sells products in the categories of dishwashing, haircare, healthcare, laundry detergents, skincare, and various household products, has applied to trademark common acronyms ‘LOL’ and ‘WTF’.

It has also been learnt that the company has applied to trademark other common acronyms used by millennials such as FML, and NBD.

The company made the application in April with the US Patent and Trademark Office.

The company’s applications have not yet been approved, and the trademark office has requested clarification regarding the applications and P&G has until January to respond.

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Consumer good companies have been known to try different tactics to appeal to their target audience through their brands. This move is likely to create a better connection of their brands, by developing an emotional appeal for consumers.

In a comment by a senior brand manager in the consumer goods industry who wished to remain anonymous, the brand manager said, “As amusing as it might seem, if this deal goes through, P&G will have a massive edge over its competitors such as Unilever in generating more users through brand loyalty, which is largely based on the way a person ‘connects’ with the brand”.

Proctor & Gamble is an American multinational consumer goods corporation headquartered in downtown Cincinnati, Ohio, founded in 1837 by British American William Procter and Irish American James Gamble. Its revenue crossed the $65 billion mark in 2017, and its current stock price is $83.36.


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  1. I have basically seen these heroes get removed and leave in the
    desk using a large giggle on her or his experience contemplating
    she or he received won some type of success.

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