Brand battles: Starbucks aims to sink 'Siren' trademark

Starbucks Corp. asked the Trademark Trial and Appeal Board to block an Alaskan company from registering "Siren's Brew" as a trademark for apparel.

Starbucks, represented by Hogan Lovells, is citing the "siren" at the center of its logo, which has served as the coffee chain's primary logo since 1971, as one of the reasons.

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