US company now sues

Entrepreneur wants to use the “James Bond” brand

Real estate developer Josef Kleindienst wants to use the name Bond. He is now suing the US company that owns the trademark rights.

Kleindienst argues that the company Danjaq is not using the trademark rights sufficiently. Therefore, the name "James Bond 007" or the phrase "Bond, James Bond" may be used. He is objecting to vehicle models, electronic publications and the design, which includes, for example, the use of the name for restaurants and accommodation. Kleindienst and his team are currently developing a billion-dollar luxury resort in Dubai.

Guessing motive
The motive of the former liberal police unionist is unknown. But he must have one, said lawyer Mark Caddle. The brand is still popular and widely used. Danjaq cooperates with the British film production company Eon, which successfully adapted the James Bond novel by author Ian Fleming for the screen.

If Danjaq wants to continue to own the trademark right, the company would have to participate in a lawsuit to show that it has been involved in controversial areas over the past five years, Caddle said. James Bond is also likely protected in the United Arab Emirates, where Kleindienst operates its real estate business. The two companies have not yet commented on the dispute.

Use is one of three ways to obtain and maintain trademark protection in the United States. In Europe, it is customary to register the name in an official register.