The French company no doubt keep a bevy of lawyers busy ferreting out businesses that might damage their reputation by using a logo too similar to their crocodile. This week, they filed a lawsuit against a tiny dentist group; luckily, it was thrown out of court, but LaCoste was ordered to pay lawyer fees for the dentist.
Implications - This is just one example of how important a brand's logo is to their company. A brand represents so much that businesses will fight to make sure that no one copies their ideas. Tim Rumney and Simon Moore from The Dental Practice stated that they do not consider themselves "to be in the same market place at all" compared to LaCoste and feel that they are not "treading on any toes.â€