Marketing Currents - Business and Marketing Current Events

Taco Tuesday throwdown: Taco Bell challenges Taco John’s to ‘liberate’ trademark


Taco Bell is asking the U.S. regulators for permission to use the phrase “Taco Tuesday,” originally trademarked by Taco John’s.

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Discussion Questions:

  1. What is a brand?
  2. What does it mean to “protect” a brand?
  3. Why do companies need to protect their brands?
  4. What is a trademark?
  5. Why are trademarks important in business?
  6. Who regulates trademarks in the United States?
  7. Why is it important to have someone who regulates trademarks?
  8. Why do you think Taco John’s trademarked the term “Taco Tuesday” and what might that have to do with marketing?
  9. Why does Taco Bell want U.S. regulators to allow it to use the “Taco Tuesday” phrase?
  10. What is publicity?
  11. How might Taco John’s actually benefit from from Taco Bell’s actions?
  12. In your opinion, should the term be protected under U.S. Trademark law? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.